Fospha, a marketing measurement platform recently revealed its current research Playbook. The research determined YouTube and Demand Gen as profitable sources of growth in 2025. Fospha emphasizes brands growth strategy through full-funnel investment in Google’s upper and mid-funnel solutions as a solution to brands efficiency and long-term performance goals.
Fospha’s CEO recently delineated the significance of YouTube and Demand Gen profitability relevance:
‘With full-funnel measurement, we’re finally able to quantify what brand leaders have long suspected: YouTube and Demand Gen aren’t just nice-to-haves, they’re essential engines of profitable scale,’ said Sam Carter, CEO at Fospha. ‘Marketers now have the evidence they need to make bold, confident investment decisions—and to shift from gut feel to growth certainty.’
Significant research findings include the following revelations:
+32% YoY revenue growth for brands scaling YouTube and/or Demand Gen.
+145% YoY revenue growth for brands increasing spend by >400%.
18% higher new customer conversion rate for Demand Gen versus the paid media average.
65% headroom remaining for profitable growth in Demand Gen and YouTube.
Unified ROAS uplift of 45% for Demand Gen and YouTube when including their impact on Amazon sales.
38% YoY increase in YouTube ROAS and 19% drop in CPA.
15.9x undervaluation of YouTube and 12.8x for Demand Gen using Last Click attribution.
Another contributor to the playbook is WPromote, a top marketing leadership agency with insights into the Google’s ecosystem.
Despite the Playbooks meaningful results, brands underestimate these channels total impact on profitability:
Fospha reveals that traditional attribution methods significantly undervalue top and mid-funnel activity, limiting scale and slowing long-term growth.
To download the Demand Gen & YouTube Playbook, visit https://www.fospha.com/demand-gen-youtube-playbook
About Fospha
Fospha is a full-funnel marketing measurement platform, empowering leading retail brands to spend smarter and grow faster. For over 10 years, Fospha has pioneered privacy-safe measurement, restoring visibility lost due to data privacy changes and providing brands with the granularity of attribution and the predictive power of MMM in a single algorithm.