YouTube, AI, and The New Rules of Video Buying with Google’s own Caroline Oates
That F*cking Marketing PodcastShow Notes
Want the exact framework Google uses to turn YouTube into a high-converting sales engine? Grab The Modern Video Playbook here - https://tfm.marketing/podcast/youtube-ai-and-the-new-rules-of-video-buying-with-googles-own-caroline-oates/.
Ready to execute these frameworks and build a full-funnel video engine for your brand? Book a Call with us today!
Think you know where your audience is actually watching video in 2026? Think again.
In this episode, we sit down with Caroline Oates, Head of YouTube & Programmatic Sales ANZ at Google and IAB Board Member. Caroline breaks down why living room viewing habits have completely shifted, what brands get dead wrong with video buying, and how to fix broken measurement models.
You'll get Google's exact framework for unskippable creative, learn how to tap into the high-trust creator economy, and discover how to leverage AI to turn YouTube into an unbeatable sales engine.
Key moments:
00:00 Rethinking the true role of modern video advertising
03:08 Why half of all watch time has shifted to connected TVs
05:32 Overcoming common cross-media measurement and attribution hurdles
07:44 Building an incremental measurement framework for CFO approval
10:01 Navigating ad load algorithms and consumer skip behaviour
15:00 Balancing brand building and short-term performance to boost ROI
20:00 The creative framework for building high-converting ads
27:32 Harnessing search signals and intent to drive retail sales
34:04 Why machine learning and automated bidding outperform manual targeting
38:15 Hyper-local video strategies for franchise and multi-location businesses
44:48 Unlocking the creator economy to build authentic consumer trust
50:11 Building a full-funnel video strategy for local service businesses
Connect with Caroline on LinkedIn.
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If you enjoyed this episode, check out our episode with Culture Kings co-founder Simon Beard to learn how to create massive consumer demand instead of just chasing search intent.
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