Google Partner and independent media agency since 1988. We plan YouTube alongside your TV, BVOD and search, then build in the performance layer.
Platforms and partners we work with
Roy Morgan Single Source, 12 months to June 2026
Time spent is minutes in the last four weeks, people 18+.
Multi Media plans, buys and manages YouTube advertising for Australian brands from our Sydney and Central Coast offices. As a Google Partner and an independent media agency since 1988, we plan YouTube as a video channel first. We build for reach and attention the way we plan TV, then add the performance layer so views turn into enquiries and sales.
This is Multi Media-Maxing in practice. Brand foundations and performance objectives sit in the same plan, so every dollar does more than one job.
YouTube works as a stand-alone channel or as extra reach on top of TV and BVOD.
With 12.8 million weekly adult viewers, YouTube has the reach to carry a campaign by itself. It suits brands that want national reach, precise audience targeting and a direct path to enquiries and sales, without the entry cost of broadcast TV.
YouTube’s weekly audience is well above the 7.4 million Australians who watch BVOD, so adding it to a TV or BVOD plan extends reach to people who watch little broadcast TV. We plan the combined schedule so frequency is spread across screens, not stacked on the same viewers.
Time on YouTube is highest among the audiences advertisers value most. Adults in AB households spend 22% more time on YouTube than the average adult, and business decision makers 28% more. Among 18 to 34 year olds, YouTube’s weekly reach is above average while free-to-air TV sits well below, which is where YouTube adds the most reach to a TV plan.
Source: Roy Morgan Single Source, 12 months to June 2026. Time spent is minutes in the last four weeks, people 18+.
At Multi Media, we see YouTube as a powerful media channel especially for finding the hard-to-reach consumers. Australians aged 25 to 34 spend almost 11 hours on YouTube every four weeks (Roy Morgan), and for some audiences it is now their main source of video.
But it isn’t just the younger generations streaming YouTube and YouTube isn’t just consumed on mobile and PC. According to Nielsen, 50% of ad-supported YouTube streaming now occurs via Connected TV.
Multi Media is an independent media agency that started in Sydney in 1988, and we plan, buy and manage YouTube advertising for Sydney and Australia-wide businesses. Whether the campaign is bought direct from the platform or through programmatic, the same principles apply, and applying them well is what lifts results.
YouTube sits between a search engine and a social network, so it reaches people looking for information and people looking to be entertained. 12.8 million Australian adults watch YouTube every week, rising to more than 6 in 10 among 35 to 64 year olds. The number of small to medium sized businesses advertising on YouTube has doubled over the last two years, and people watching on mobile alone often spend more time on YouTube than on prime-time television.
YouTube builds audiences using Google search history, which makes its targeting accurate for advertisers, and ads can also run across Google’s Display Network for extra reach. Multi Media adds its Liquid AI technology on top of this, shaping YouTube targeting around the behaviour identified through Google brand search targeting. That is a point of difference for our Sydney YouTube ads clients, and we are happy to walk you through how it works for your category.
YouTube provides a wide range of strategic opportunities to suit business objectives. Multi Media works with you to recommend the right media mix.
Multi Media can not only advise on best performing creative practices for YouTube, but create content for you as well.
Once we have developed and agreed on the strategy, we execute your campaign and optimise to drive the best performance.
YouTube content and SEO is often overlooked on the second biggest search engine. Making sure videos can be found is essential to your business success.
A growing share of YouTube viewing now happens on the living room TV. That changes the job. YouTube can sit alongside free-to-air, BVOD and subscription streaming in one video plan, instead of being run in isolation by a search team.
Because Multi plans TV, BVOD and digital under one roof, we can:
We run YouTube ads Australia-wide, planned and managed from Sydney. See our TV advertising service for the broadcast side of the plan.
Tell us your budget and audience, and we will show how YouTube, BVOD and TV combine in one plan.
Get my reach planFormats decide where an ad appears. Campaign types decide how Google buys it and what it optimises toward. Our YouTube ads specialists match the campaign type to the job.
| Campaign type | Best for |
|---|---|
| Video Reach (efficient reach, non-skippable reach, target frequency) | Awareness and reach at the lowest cost per thousand |
| Video Views | Consideration, getting the full message watched |
| Ad sequence | Telling a story over several ads to the same viewer |
| Audio reach | Sound-led messages to people listening on YouTube |
| Demand Gen | Leads, sales and site actions across YouTube and Google’s feeds |
| Performance Max | Conversion campaigns that use video alongside search, display and shopping. See our Google Ads service. |
Play before, during or after a video. Viewers can skip after 5 seconds. On a view-based buy you pay when someone watches 30 seconds, the full ad if it is shorter, or clicks. Skipped ads cost nothing. There is no maximum length, though Google recommends under three minutes.
Must be watched in full. They run 7 to 15 seconds on mobile and desktop, and up to 30 seconds on connected TV using horizontal video. Bought on a cost per thousand impressions basis, they suit a complete message where every second counts.
Six seconds or less and non-skippable. Bumpers build frequency and recall, and work best alongside a longer ad that tells the full story.
Appear as a thumbnail with text in YouTube search results, next to related videos and on the Home feed. You are charged when someone clicks to watch, or in Video Views campaigns when the ad autoplays for 10 seconds. Because the viewer chose to watch, in-feed suits product demos and how-to content.
Vertical ads that run between Shorts in the Shorts feed. Viewers can swipe past straight away, so the first second matters. Google recommends under 60 seconds. We build Shorts ads to look native to the feed, with captions for sound-off viewing.
The top of the YouTube Home feed across desktop, mobile and TV screens. Bought on cost per thousand or cost per hour, the Masthead suits launches, sales and big-date moments.
Mobile video ads on Google partner sites and apps outside YouTube. They start with the sound off and extend reach beyond YouTube itself.
Sound-led ads with a still or simple visual, served to people listening to music and podcasts on YouTube.
Already running YouTube? We will review your placements, exclusions, frequency and tracking, and show you where budget is being wasted. Contact us to maximise your YouTube performance.
Request my YouTube auditGood targeting cannot save a weak ad. We brief and review creative against Google’s ABCD framework and adapt every asset to where it will run.
We can work from existing TV spots, social content and product footage, or brief a production partner for a YouTube-first shoot. For creator-led content, see our influencer marketing service.
Up to 28% of purchased YouTube media can be misaligned to the wrong content. These are the checks we run on every account.
We measure YouTube on the job it was given as well as its’ halo effect on other channels. A reach campaign is not judged on cost per lead, and a conversion campaign is not judged on views.
| Objective | What we report |
|---|---|
| Awareness | Reach, frequency, CPM, view rate, completion rate, Brand Lift |
| Consideration | Views, CPV, earned actions, Search Lift, brand search volume |
| Action | Conversions, CPA, view-through conversions, Conversion Lift, GA4 assisted conversions |
Brand Lift, Search Lift and Conversion Lift studies need a minimum spend. We will tell you upfront whether your plan qualifies.
Paid media works harder when your channel is in good shape. Our YouTube SEO service covers the organic side:
Google sets no minimum spend for YouTube, but the minimum YouTube campaign with Multi Media is $5,000. That gives the campaign enough weight to learn, optimise and make an impact. YouTube is bought on a cost per thousand impressions (CPM) or cost per view (CPV) basis, and billing works the same way as Google Ads. As part of our planning we will recommend how much of your budget should go to YouTube.
Depending on who you ask YouTube is either a performance media channel or a branding channel. The reason for this, is because it has a variety of bidding strategies and targeting capabilities that allows it to be both. Therefore, it comes back to what your objectives are and how YouTube fits into your broader media mix.
These are referred to as Bumper Ads. They are non-skippable and bought on a CPM basis.
These are simply called non-skippable ads and are one of many YouTube formats on offer. Speak to our team at Multi on how we can help you.
At Multi Media, we believe in doing good business while delivering campaigns for clients that work! Our YouTube advertising approach focuses on brand safety, relevance and performance to ensure your campaigns are impactful, risk-free and deliver over and above expectations. YouTube is well known for delivering high volume view counts, however, how many of those views were actually delivered not only to your desired target audience but also within contextually relevant content.
Up to 28% of all purchased media on YouTube is misaligned to the wrong content, with up to 25% delivered to the wrong language and a further 20% delivered to the wrong audience! Multi take a proactive approach to protect your brand by avoiding harmful, unsuitable, or misleading content. Our strategy is rooted in Brand Safety using technology and partners to shield your brand from harmful content while promoting positive and engaging experiences for your potential customers. The results of this approach increase completion rates, click through rates and brand lift.
We focus on delivering ads in content that is relevant to your target audience. Using data-driven insights, driving higher engagement and better results.
Maximise Impact
Our approach reduces audience wastage and minimises risk, while increasing potential audiences and inventory as we’re hitting the right people more often. We’re committed to delivering superior campaign performance, enhanced brand reputation, and effective risk management.
Let Multi Media amplify your brand’s impact on YouTube with strategies that work.
You can advertise on YouTube via Google Ads or Programmatically. YouTube Advertising is always evolving and changing so it is worth engaging a YouTube Advertising Agency to execute YouTube campaigns to maximise the return your business investment.
No. We can work from existing TV spots, social content and product footage, cut down to YouTube lengths. If you have nothing suitable, we can brief a production partner for a short YouTube-first shoot.
Yes. We plan YouTube on connected TV as part of your total video reach, alongside free-to-air and BVOD. Connected TV also allows 30-second non-skippable ads, which suit TVC-length creative.
Yes. Shorts ads are vertical and can be swiped past straight away, so we build them to look native to the feed, with a fast opening and captions.
Google Ads buys YouTube directly with Google’s full audience targeting. Programmatic YouTube through DV360 buys it alongside other video, BVOD and connected TV, with shared frequency control and third-party verification. We use whichever suits the plan. See our programmatic advertising service.
We set content suitability for your brand, exclude sensitive content and poor placements, review placement reports on an ongoing basis and apply frequency caps. Programmatic buys can add third-party verification.
We measure against the objective. Awareness campaigns report reach, frequency and Brand Lift. Conversion campaigns report leads, sales and cost per acquisition, including view-through conversions in GA4.
There are no lock-in contracts. The minimum YouTube campaign is $5,000.
Yes. As a YouTube advertising agency for Australia-wide brands, we plan and manage campaigns across every state from our Sydney and Central Coast offices.
They do different jobs. YouTube is watched with intent and increasingly on the TV screen, so it suits longer messages and reach. Meta is strong for conversion and lead generation. Most plans use both, and we plan them together.
Talk to the team that plans YouTube alongside TV, BVOD, search and social. Call 02 9954 1900 or send us a few details below.
