Fospha, a full-funnel marketing measurement platform, has released its 2025 Growth Playbook, spotlighting YouTube and Demand Gen as central to scalable, profitable marketing strategies. Amid pressure on marketers to balance efficiency with long-term performance, this report makes a compelling case for embracing upper and mid-funnel Google solutions.

Core Insights from the Fospha Playbook

1. YouTube and Demand Gen: Not Just Brand Builders

• These platforms are no longer seen solely as brand awareness tools.

• Data now shows they are direct drivers of growth and customer acquisition.

• WPromote, a performance marketing agency, contributed expert insights reinforcing these findings.

2. Performance Metrics Proving Value

• +32% YoY revenue growth for brands investing in YouTube/Demand Gen.

• +145% YoY revenue growth for brands that increased spend by over 400%.

• 18% higher new customer conversion rate on Demand Gen vs. the paid media average.

• 38% YoY increase in YouTube ROAS, with a 19% drop in CPA.

3. Scalability and Efficiency

• 65% headroom for profitable growth remains on YouTube and Demand Gen.

• Unified ROAS uplift of 45% when including impact on off-platform sales (e.g., Amazon).

• 15.9x undervaluation of YouTube and 12.8x for Demand Gen under last-click attribution, underscoring the misrepresentation of value in traditional models.

4. Attribution Challenges and Missed Opportunities

• Brands still underinvest due to poor visibility into top- and mid-funnel returns.

• Traditional attribution methods like last-click fail to reflect full-funnel influence.

• This undervaluation limits scale and slows long-term ROI optimization.

5. Case Study: River Island

• Leveraging Fospha’s full-funnel insights, River Island:

  • Increased YouTube revenue by 950%.

  • Drove $1.8 million in incremental revenue.

  • Successfully scaled upper-funnel investment with measurable returns.

• Elvis Mugera, Paid Media Lead: "Fospha is integral to our strategy decisions—especially in YouTube."

6. Executive Perspective

• Sam Carter, CEO of Fospha:
  “We’re finally quantifying what brand marketers have long felt—YouTube and Demand Gen are critical to scale. With accurate measurement, marketers can move from gut feel to growth certainty.”

Fospha’s research offers clear proof that YouTube and Demand Gen are no longer optional in a high-growth strategy—they’re essential. For marketers aiming to build sustainable performance, embracing full-funnel measurement unlocks both scale and clarity in an increasingly complex ecosystem.

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