An advertiser has never used YouTube as a performance platform before and is looking to set up their first campaign. Which of the following expectations should you set? Select all that apply.

  • Performance on desktop is likely to outperform that of mobile
  • Advertising on YouTube will most likely be effective only when targeting a younger demographic
  • They should not expect effective CPAs without continual testing and optimizing
  • CPAs on video should not be compared directly to search or display
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