How a total video mindset can help marketers win at YouTube activation

Ad relevance and personalization is becoming more and more important for TV viewers. Discover how you could improve your CTV strategy with our blog.

MiQ has been named as an inaugural member of the YouTube Activation Partners program. The program helps advertisers and agencies connect with trusted partners to meet their advertising goals on YouTube. 

Becoming a member of the YouTube Activation Partners program is another step in MiQ’s journey to unify video across the ecosystem, and make the programmatic industry even better. Read more about the program here. 

Why is YouTube so important? 

With a large global audience, YouTube is the giant of video advertising and is being consumed in an increasing number of ways: Shorts is capturing 200 billion global views on average every single day, and many user sessions have moved to living room screens. At the same time, AI tools are speeding up creative production and enabling better discovery and performance.

While all this potential is up for grabs, our recent survey of 3,100 marketers shows that 43% don’t currently buy YouTube. (September 2025.) It’s never been more critical to make the most of the huge and still growing opportunities on the platform.

How MiQ Sigma helps you win on YouTube 

On top of 13 years of deep YouTube specialism and other leading industry partnerships, we also have MiQ Sigma: our AI-powered advertising technology. Trained on the most diverse, global dataset, Sigma connects YouTube to your total video plan. You can buy once, measure once, and optimize holistically.

By bringing together Sigma’s 700 trillion signals and YouTube’s global reach, you get:

1. Watching, browsing and buying signals all in one place, helping you build higher-intent audiences. 
2. Connected planning to predict incremental reach across YouTube, linear TV, CTV and digital video – all before you spend a single dollar. 
3. Precise activation across YouTube formats (including Shorts and CTV) with AI‑assisted decisioning that aligns context and ad creative. 
4. Cross-screen measurement with consolidated reporting – tying YouTube to cross‑screen outcomes, not just views.

Total video for total success

It pays to plan holistically. But our recent survey (September 2025) shows that 28% of marketers still plan primarily by channel, and 46% of agency professionals have separate teams for separate channels. For those who adopt a total video mindset, targeting is more precise, waste is minimized and incremental reach is maximized. It leads to better performance, faster activation and measurable outcomes on a bigger scale. 

A big CPG brand wanted to achieve just that - more reach, less waste. Bringing together retailer purchase data, TV ad signals and consumer insights, MiQ built a high-intent audience on YouTube. Then, using Sigma, we matched our audience with the best YouTube channels and formats, also pushing those insights into CTV and digital video strategies. One big connected plan delivered efficient and effective reach - and a very happy client.

The impact? 

When it comes to our YouTube solutions, we’ve seen incremental cost per action drop by more than 40%, and predictive accuracy improving nearly 50x across the board.With advertisers achieving more efficient performance. It’s clear proof that YouTube drives sustained growth.