Video that earns.
the watch.
YouTube is the biggest video platform in Australia and increasingly the biggest screen in the lounge room. We run it the way it deserves: strong creative built for the skip, audience signals borrowed from your search account, and reporting that ties views to revenue, not vanity reach.
- Why YouTube matters in Australia
- // Industry data, 2024-25
20.9M
Australians in YouTube’s advertising audience
- DataReportal, 2025
~78%
Share of the Australian population YouTube ads can reach
- DataReportal, 2024
86%
Ad reach of Australian adults 18+, male and female alike
- Red Search, 2025
7m 37s
Average session length, the deepest of any major platform, ideal for considered video
- GlobalMediaInsight, 2026
- // Surfaces & formats
Six surfaces. One video strategy.
Skippable in-stream
The workhorse format. Pre-roll and mid-roll that viewers can skip after five seconds.
- 5-second hook discipline
- CPV & target-CPM buying
- Sequenced storytelling
- Companion-banner setup
Skippable in-stream
Skippable in-stream (the old TrueView) only charges when someone watches 30 seconds, finishes the ad, or clicks. The skip is a feature, not a bug, it forces a real hook in the first five seconds and means you mostly pay for genuine attention. The backbone of most YouTube accounts we run.
Talk to us about in-stream
- 5-second hook discipline
- CPV & target-CPM buying
- Sequenced storytelling
- Companion-banner setup
Non-skippable & Bumpers
Guaranteed-view 15-second spots and 6-second bumpers for pure reach and recall.
- 6s bumper scripting
- 15s non-skippable cutdowns
- Reach & frequency planning
- Brand-lift measurement
Non-skippable & Bumpers
Non-skippable 15s ads and 6-second bumpers are bought on CPM and built for frequency and unaided recall, not clicks. We use them to cap reach against a defined audience and to reinforce a story already told by your skippable creative. Tight, single-message, brand-first.
Talk to us about reach
- 6s bumper scripting
- 15s non-skippable cutdowns
- Reach & frequency planning
- Brand-lift measurement
YouTube Shorts
Vertical, full-screen, sound-on short-form, the fastest-growing surface on YouTube.
- Vertical-first creative
- Native hook & payoff
- Captions baked in
- Shorts-specific testing
YouTube Shorts
Shorts inventory now sits inside the same campaigns but rewards a completely different grammar: vertical, sub-10-second, native-feel, captioned. We brief or produce creative specifically for Shorts rather than cropping a landscape TVC and hoping. It is where the next decade of YouTube attention is moving.
Talk to us about Short
- Vertical-first creative
- Native hook & payoff
- Captions baked in
- Shorts-specific testing
In-feed video ads
Video that appears in search results, the home feed and alongside related videos.
- Thumbnail & headline testing
- Search-intent targeting
- Watch-next placements
- Consideration-stage KPIs
In-feed video ads
In-feed video ads (formerly Discovery) show a thumbnail and headline in high-intent placements, YouTube search, the home feed, and the watch-next rail. They behave more like search than display: the user chooses to click and watch, which makes them a strong mid-funnel complement to in-stream reach.
Talk to us about in-feed
- Thumbnail & headline testing
- Search-intent targeting
- Watch-next placements
- Consideration-stage KPIs
Connected TV
YouTube on the living-room screen, the fastest-growing way Australians watch.
- Living-room reach planning
- Co-viewing & frequency
- Broadcast-quality creative
- CTV-aware measurement
Connected TV
More Australians watch YouTube on a TV than on any other device for some demos. CTV inventory gives you broadcast-style reach with digital targeting and measurement underneath. We plan it as the brand layer of a full-funnel video account, then connect it to lower-funnel demand on search and Shorts.
Talk to us about CTV
- Living-room reach planning
- Co-viewing & frequency
- Broadcast-quality creative
- CTV-aware measurement
Video action & Demand Gen
Performance video that drives clicks, leads and sales, not just impressions.
- Conversion & feed setup
- Lead-gen video flows
- Audience-signal seeding
- Revenue-attributed reporting
Video action & Demand Gen
Video action campaigns and Demand Gen pull video into the performance layer, conversions, leads and product feeds across YouTube and the wider Google surfaces. We wire them to the same conversion tracking and feeds as your search and Shopping accounts so video is measured against revenue, not view-through guesses.
Talk to us about video action
- Conversion & feed setup
- Lead-gen video flows
- Audience-signal seeding
- Revenue-attributed reporting
- // Real examples
Video ads that earn the watch.
01/04
Skippable In-Stream
The workhorse format. Pre-roll and mid-roll that viewers can skip after five seconds.
02/04
Non-Skippable
Guaranteed-view 15-second spots and 6-second bumpers for pure reach and recall.
03/04
Bumper (6s)
Vertical, full-screen, sound-on short-form, the fastest-growing surface on YouTube.
04/04
YouTube Shorts
Video that appears in search results, the home feed and alongside related videos.
- // How we work
A method, not a mystery.
01
Audit
Account and conversion-tracking review, creative-library audit, competitive benchmark on YouTube and CTV. Wasted reach identified and a full-funnel video map drawn before anything goes live.
02
Restructure
Campaign architecture aligned to funnel stage and margin: reach and CTV at the top, in-feed and Shorts in the middle, video action at the bottom, all named and measured consistently.
03
Launch & Iterate
Creative briefs (or in-house production), audience-signal builds, and weekly hygiene: placement exclusions, frequency control, creative rotation and bid adjustments done as a habit, not an emergency.
04
Report
Plain-English reporting that ties spend to brand lift and revenue, not impressions. Monthly business review with a senior account lead, not an account-management report.
- // Why Paperstack
Creative-led, measurement-honest.
YouTube is a creative-and-attention game with a performance engine underneath. Most agencies run one landscape TVC across every placement and report on views. We build creative for each surface, borrow audience signals from your search and Shopping accounts, and report what is real (incremental lift and revenue) versus what is flattering (view-through reach).
150+
Australian brands run across paid media at Paperstack
20+ yrs
Senior paid-media experience leading every account
Partner
Google Premier Partner, Meta Business Partner, Microsoft Advertising Partner
2
Studios: Melbourne CBD + Surfers Paradise
- // FAQs
Questions, answered straight.
What's a realistic starting YouTube spend?
For a properly structured video account we suggest $3,000-$5,000/month media as a floor, enough to run more than one creative and let the system learn. Reach and CTV brand campaigns usually want more to be worthwhile. Most accounts we run sit in the $10-50k/month range, often funded partly by reallocating reach budget out of linear TV.
Do you produce the video creative?
Three options: (1) we brief your in-house team or production partner, (2) we produce in our own studio (mostly simple video, cutdowns and Shorts), (3) we connect you with our trusted production partners for high-end TVC and motion. Most accounts use a mix, and we always cut format-specific versions rather than running one landscape file everywhere.
How does YouTube fit with our Google Ads account?
They belong together. YouTube shares Google’s audience signals, conversion tracking and feeds, so we plan video as part of the same full-funnel account, brand and consideration on YouTube, capture on Search and Shopping. Running them in separate silos is how budget leaks and attribution gets muddy.
How do you measure something people watch but don't click?
With the right yardstick for each stage. Reach and CTV are measured on brand-lift studies, view-through and incremental reach; in-feed and video action are measured on clicks, leads and revenue through conversion tracking. We agree the KPI per campaign up front so nobody judges a brand buy on last-click sales.
Skippable or non-skippable, which should we run?
Usually both, for different jobs. Skippable in-stream earns attention efficiently and carries the story; non-skippable and 6-second bumpers lock in reach and recall against a capped audience. The mix depends on your objective, creative library and budget, which we map in the audit.
Are you contract-based?
No lock-in contracts. Month-to-month engagements. We earn our place every month with results that show up in your dashboard, not in our pitch deck.
- // YouTube Ads
Want a free YouTube Ads audit?
30 minutes with a senior strategist. We’ll review your account and creative live, surface the three biggest wins available this quarter, and tell you honestly what we’d do in your shoes.