There was also a concerted push about the power of creators on YouTube, with America’s Pierson and former Aussie Olympic diver Sam Fricker on display. Attributed Brand Searches: A new measurement solution that directly links YouTube video ad views to brand searches on Google. “Effectiveness really needs to be looked at at a holistic level, not just on one platform, not just on one channel,” she said. She said YouTube creators allow L’Oreal to target and effectively reach specific audiences more effectively than brand ads on the platform. “Everyone thinks about brand advertising, brand products, all of that sort of stuff, and not testing creator or UGC assets in correlation to brand.