YouTube Ads success story · Mobile phone service

How Xfinity Mobile won 10,000 new customers with six-second YouTube ads.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

A newcomer in a category of famous brands, Xfinity Mobile had six seconds to give viewers a reason to switch. It used them to show what the video they were about to watch would cost on their current plan.

Business: Xfinity Mobile
Market: United States
Goal: Give people a reason to switch carriers

Woman relaxing on a couch watching a video on a phone held sideways

The results.

Google did not publish the period or group these results are compared with.

10Knew customers
113%lift in brand interest
3xincrease in search

As published by Google. Google did not state the measurement method or when the campaign ran.

The challenge.

Xfinity Mobile entered a wireless market dominated by established, extremely visible brands. People rarely think about switching carriers, and most ads in the category sound the same.

The brand needed a sharp, memorable reason to switch, delivered to a lot of people, in a format they would not skip.

Google illustration of a man on a sofa with a phone showing a YouTube watch page and an ad

What they did.

Six-second bumper ads · Ad series

Six seconds, one idea: A series of six-second bumper ads ran before YouTube videos. Bumpers cannot be skipped, so every viewer saw the whole message.
An ad about the video itself: Each bumper told viewers what the video they were about to watch would cost in data on their current carrier, turning an abstract price into something they could feel.
A series, not a single spot: Many short variations kept the idea fresh across repeated views on YouTube instead of wearing one ad out.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

The context was the message: Talking about the exact video someone was about to watch made a six-second ad feel personal and timely.
Short enough to land: One clear idea in six seconds is easy to remember. The threefold rise in search shows people went looking for more.
Awareness that converted: Brand interest more than doubled, and 10,000 people became customers. Short video built demand that turned into sales.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our youtube ads management.

Find your one sentence: We work out the single reason a customer should choose you, then build six-second bumpers around it.
Bumpers plus a longer story: Bumpers keep you in mind cheaply; a longer in-stream ad tells the full story to the people who want it.
Many versions, rotated: A series of short variations keeps frequent viewers from tuning you out, and the data shows which line works best.
Watch the searches: We track the searches for your name that follow, and our Google Ads management makes sure those searchers find you.