Ukrainian digital in 2025 is not just a communication environment but a full-fledged attention infrastructure. Video has become the main language through which brands communicate with their audiences. According to the annual newage. Digital Research, YouTube covers 90% of internet users, and over half of Ukrainians interact with advertising through video.

This means that the effectiveness of campaigns is no longer defined by the banner format, but by the quality of the story, the frequency of contact, and the precision in choosing the right environment. From now on, the task for brands is not just to be present, but to strategically manage visibility, trust, and action.

Gameplan in Digital: What Works for Achieving Goals

For the Ukrainian audience, video has become the primary way of consuming information. Today, over 51% of Ukrainians report that they most often encounter video advertising — particularly on YouTube, MEGOGO, and other platforms. This confirms a clear trend toward visual communication: users are reading less text and increasingly choosing short, dynamic formats that are easy to consume on mobile devices.

For comparison, only 33% of users engage with search ads and 25% with banners — confirming the decline in effectiveness of static formats compared to video, which creates an emotional connection and conveys brand value in seconds.

At the same time, 18% of respondents say they “don’t notice ads.” This doesn’t mean there’s no contact — rather, it points to banner blindness or the organic integration of ads into video content, when advertising becomes part of the experience.

YouTube — the key reach driver

YouTube remains the undisputed leader of the Ukrainian digital landscape. Its reach covers 90% of all internet users, and 92% of brand campaigns launched in Ukraine already include YouTube as a mandatory element of their media plans.

Such dominance is explained by the unique nature of the platform. YouTube combines video, search, and social interaction — users don’t just consume content; they engage with it: commenting, sharing, saving, and following links. This transforms YouTube from a simple media platform into an attention ecosystem, where users spend a significant portion of their digital time.

YouTube is also the most versatile tool for reaching diverse audience segments:

• News and analytics — build trust and brand authority.
• Music and entertainment — deliver mass reach and emotional engagement.
• Educational and niche content — enable precise targeting for specialized audiences.

YouTube as the Core of Ukrainian Digital

To understand the real landscape of YouTube in Ukraine, the newage. team conducted a systematic audit of over 50,000 channels, which were classified into the agency’s proprietary Whitelist and Blacklist. Only monetized channels — those capable of showing ads — were included in the final list.

This approach allowed the team to cover 99% of the entire Ukrainian YouTube ecosystem, excluding russian, children’s, and low-quality “trash” channels.

The data is based on seven years of analytical experience, DV360 tools, and Google planning practices, making this dataset one of the most accurate and representative foundations for building effective advertising strategies.

Content and Categories: What Ukrainians Watch

According to the audit, the core of Ukrainian YouTube is built around news, politics, and entertainment — these categories generate the largest potential reach.

• Politics & News — 61% reach: high visibility, but elevated brand safety risks.
• Entertainment — 58%: stable audiences with consistently high engagement.
• Music — 36%: a key category for driving contact frequency and emotional connection.
• Movies & Kids’ content: deliver massive impressions, but are limited in targeting precision.

In the top categories, we also find sports, esports, automotive, and business niche segments, but with high-quality target audiences. In total, 13 categories have been identified, allowing every brand to find its ideal content environment.

Top Channels: Who Drives Reach

Each category has its own “leaders of influence.” In entertainment, Novyi Kanal, 1+1, and STB dominate. In business — Forbes Ukraine and Minfin. In sports, Football Hub and Setanta. In music — PARFENIUK and DOROFEEVA.

These channels serve as key markers for forming whitelist campaigns. At the same time, 26,000 channels are included in the blacklist due to their russian origin or violations of content policy.

The content architecture of YouTube reflects the Ukrainian media landscape, which has transformed since 2022 — it has become more national, yet still requires active moderation and control.

Impact of Filtering on Reach

Using a whitelist approach helps maintain control over ad placement quality, but it also affects reach and cost:

• Disabling music content → –27% reach, +15% CPM
• Disabling politics and news → –40% reach, +36% CPM
• Disabling both categories → –50% reach, with costs rising to +50%.

This balance between brand safety and reach is a key challenge for advertisers. Analytics show that music content (85% of audio formats) demonstrates strong CR and CPA metrics — meaning it can offset the loss of political reach with higher interaction quality.

Brand safety doesn’t mean isolation — it’s a strategy of balance. Avoiding certain categories should be a deliberate choice, based on maintaining effective frequency.

Ukrainian YouTube is not just a video platform — it’s an infrastructure of attention, where most user time is concentrated. Working with whitelists and category management allows advertisers to precisely control both reach and safety while preserving strategic efficiency.

YouTube Formats — How to Choose, Evaluate, and Optimize

YouTube is more than just a video platform — it’s a tool for comprehensive brand presence across all stages of the funnel. It enables work on awareness, consideration, and conversion.

The goal of Awareness is to capture attention and build brand recognition. Main formats:

• In-Stream Non-Skip, Bumper, Sequence, Audio.

These formats drive reach, frequency, and recognition, creating the audience’s first impression of the brand.

The goal of Consideration is to engage users and maintain attention. Formats:

• In-Stream Skip, Shorts, Sequence, Bumper.

These help tell the brand’s story and build a positive emotional connection.

The goal of Conversion is to turn interest into action. Formats:

• Video Action, Demand Gen, In-Stream Skip.

They drive clicks, sign-ups, and purchases.

Effectiveness Evaluation Methodology (Awareness and Conversion Score)

In YouTube media campaigns, it’s not just about showing the video — it’s about understanding what impact it delivers.

That’s why the newage. team developed a proprietary system — Awareness Score and Conversion Score, which measure the full effect of campaigns: from brand awareness to specific user actions.

What is the Awareness Score

The Awareness Score is an aggregate measure of how much a campaign impacts brand recognition. It includes several key components:

• Brand Lift — the increase in brand awareness after ad exposure..
• Headroom Lift — the potential for growth within the target audience’s category.
• Relative and Absolute Lift — the relative and absolute growth in positive responses compared to the control group.
• Exposed Positive Response Rate — the share of users who gave a positive response after seeing the ad.

Together, these metrics reveal how effectively a campaign builds awareness, interest, and emotional connection with the brand.

What is Conversion Score

The Conversion Score measures how effectively a campaign drives user action after viewing an ad. These actions may include:

• visiting a website,
• signing up,
• installing an app,
• engaging with an offer.

Key metrics:

• CPA (Cost per Action) — the cost of a target action,
• CR (Conversion Rate) — the percentage of users who completed the action,
• Session Start / First Open / All Site Unique — indicators of user engagement along the interaction path.

The Conversion Score helps determine whether campaign reach translates into real business outcomes.

How General Metrics Integrate into Evaluation

Core indicators — CPM, CPU, CPV, CTR — form the media foundation that helps interpret effectiveness. Combining these metrics with Brand Lift and Conversion Score provides a complete picture — from awareness to conversion.

The main goal is to find a balance between Awareness and Conversion. Too narrow targeting may drive actions, but loose reach. Too broad — increases reach but lacks real impact. The right mix of formats and optimal contact frequency allows achieving both scale and depth of engagement.

Balance between Awareness and Conversion

An effective brand presence strategy is not about choosing between Awareness and Conversion, but about finding the right proportion between them. This is where the “Format Effectiveness Map” comes into play — it shows how different video formats influence both brand awareness and real user actions.

“Format Effectiveness Map”

According to newage. data, all video formats can be placed on a coordinate plane with two axes:

• Awareness Score — how effectively the format builds brand awareness;
• Conversion Score — how strongly it drives users to take action.

On this map, it’s clear that some formats pull the campaign toward reach, while others drive conversions.

• In the upper-left zone are Awareness formats (such as In-Stream Non-Skip and Sequence) that maximize brand recognition.
• In the lower-right are conversion-oriented tools (Video Action, Demand Gen, Bumper) that lead users to take action.

How to find the “green zone” of balance

The optimal approach is to combine formats from both ends of the spectrum. Right in the center of the map — in the “green zone” — lies a balanced strategy where the brand is not only visible but also drives user action. For example:

• Sequence helps build a consistent brand story;
• Demand Gen and Video Action capture interested users and lead them toward purchase.

This mix creates a synergy effect: one format builds awareness, while the other drives conversion.

Absolutely effective formats

In the upper-right sector — the “golden zone” — are formats that perform strongly on both Awareness and Conversion. These tools:

• create deep engagement (like Sequence),
• hold the user’s attention,
• and at the same time drive action.

Such formats show absolute effectiveness, working across all stages of the funnel — from first contact to purchase.

Analysis of format effectiveness

Evaluation of YouTube formats by Awareness Score and Conversion Score shows that no format is universal — each has its strengths.

High-reach formats are mostly Awareness tools, while engagement-focused ones demonstrate higher Conversion metrics. The key to effectiveness lies in the right mix of formats that maintains a balance between brand visibility and business outcomes.

Formats with the highest Brand Lift

By the Brand Lift metric — the increase in brand awareness after exposure — the leaders remain:

• Sequence — due to its storytelling approach and ability to build a narrative over time,
• In-stream Non-Skip — thanks to guaranteed viewing and strong emotional impact,
• Bumper Ads — as a supporting format that enhances memorability.

These tools generate the highest level of brand awareness, especially at the top of the funnel.

Formats with the best Cost per Lifted User

By the Cost per Lifted User (CPLU) metric — the cost of one user who positively changed perception after seeing an ad — the most efficient formats are:

• Video Action — combines video with a clear call to action, delivering cost-effective engagement;
• Demand Gen — attracts interested users at the lower funnel stages;
• Shorts — provide wide reach at a low cost, especially among younger audiences.

These formats quickly drive reactions and help scale campaigns even with limited budgets.

Format recommendations for achieving different goals

YouTube offers a wide range of tools for communication at various funnel stages. But for a campaign to truly work, it’s essential to align each format with the right marketing objective. Below are recommendations based on more than 80 Brand Lift studies conducted during 2024–2025.

Video Ad Recall

Goal: to make the brand memorable for the user. Recommended formats:

• In-Stream Non-Skip — guarantees full viewing and strong emotional impact;
• Reserve In-Stream Non-Skip — ensures consistent visibility and maximum reach;
• Sequence — builds a coherent story and enhances memorability;
• Video Action — reinforces the message and encourages engagement.

Awareness

Goal: to increase brand recognition and create a strong first impression. Recommended formats:

• In-Stream Non-Skip — allows delivering the full message without losing attention;
• Reserve In-Stream Non-Skip — provides control over reach and frequency;
• Sequence — builds a narrative that reinforces brand association;
• Demand Gen — enhances engagement with the audience through personalized delivery.

Consideration

Goal: to build interest and trust in the brand. Recommended formats:

• In-Stream Non-Skip — allows deeper storytelling and highlighting product benefits;
• In-Stream Skippable — delivers additional reach with optimal budget efficiency;
• Sequence — increases engagement through narrative sequencing;
• Bumper — short reinforcing touchpoints that support the main message.

Purchase Intent

Goal: to drive action after ad exposure. Recommended formats:

• Demand Gen — targets users with high purchase intent;
• Audio — effective for maintaining contact and brand recall;
• Video Action — directs users toward specific actions;
• VRC (Video Reach Campaign) — helps increase contact frequency in the final phase.

An effective strategy combines recommended and supplementary formats to create a cohesive sequence. This mix ensures a complete user journey — from first awareness to purchase — without breaks in perception.

Effective Frequency of Contact

The frequency of video ad impressions on YouTube is one of the key factors determining brand recall and campaign impact. Analysis of over 80 Brand Lift studies revealed a clear pattern: there is an optimal contact range where ad effectiveness peaks.

The best results occur at a frequency of 5 to 7.5 impressions. Within this range, Brand Lift increases on average by 25% compared to lower (<5.2) or higher (>7.5) frequencies. This means that within this interval, advertising achieves the right balance between effective reminder and avoiding user oversaturation.

At this frequency, Awareness & Ad Recall Score increases by 20%, Absolute Lift by 30%, and Relative Lift by 41%. Additionally, Exposed Positive Response Rate grows by 8%, indicating a stronger audience reaction to brand contact.

Thus, effective frequency is not merely the number of impressions but a strategic variable that determines interaction quality. Insufficient frequency fails to build recognition, while excessive exposure reduces perception due to information overload.

Digital Digest 2025: Key Platform Updates

The digital landscape in 2025 is becoming more fragmented — yet richer in tools. Each platform is introducing features that give brands greater control over the user journey: from the first contact to content engagement and conversion.

TikTok: Speed, Customization, and Engagement

TikTok is evolving beyond entertainment — becoming a full-fledged performance platform.

Key innovation: Instant Page — an internal micro-landing that loads 10–11× faster than a regular website and can be fully customized for a brand. This format minimizes user drop-off and drives immediate actions — discounts, sign-ups, or subscriptions.

From a practical standpoint, optimizing for video completion rate improves viewing metrics by several percentage points. For reach or traffic campaigns, TikTok should be viewed as a visual brand support tool — closer to a banner format than a deep storytelling video instrument.

Meta: Segmentation and Content Control

Meta continues to evolve toward a segmented communication model. In 2025, the Threads platform (an alternative to X) introduced new formats — vertical images and carousels. However, performance metrics here are about 15% lower than on Facebook or Instagram, so Threads should be treated as a supporting channel.

Key recommendation — separate campaigns for Instagram and Facebook, adapting creatives and placements to the behavior of each audience. Messenger and Audience Network show lower efficiency, so they should be avoided for branded traffic. Advantage+ campaigns are not recommended for short runs — the system requires time to complete optimization.

Telegram: Video Testing and Precision Targeting

Telegram remains a unique platform due to its closed ecosystem. New capabilities include video, banner, and in-video text ads, available only through partners (such as Target Users). The newly introduced Telegram Pixel doesn’t yet enable full optimization, but it helps track engagement and improve funnel understanding.

For best performance, it’s recommended to target narrow, specific segments — these perform 20–40% more efficiently. Additionally, buy placements via Target Users while excluding potentially unsafe categories to maintain brand safety and relevance.

Twitch: Content Integration and Community Engagement

In 2025, Twitch continues to center around Just Chatting — the platform’s most-watched category by total viewing hours. In Ukraine, advertising is available only through streamer content integrations, ensuring native engagement and audience trust.

Recommended approach — collaborate with partners such as StreamAdvisor (reach: 150–200K) or Maincast (500–600K monthly users). The key advantage of Twitch is positive audience feedback: users actively discuss brands in chats, driving both website traffic growth and brand awareness uplift.

Roblox: Interactive Brand Presence

Roblox remains a powerful channel among younger audiences, allowing brands to create their own virtual worlds or use in-platform banner and video advertising. In Ukraine, the potential 18+ reach is estimated at 3.1–3.8 million users.

Ad rates start from €0.8 for banners and €1.7 for video formats, making Roblox a cost-effective tool for test integrations and building emotional connections with younger consumers.

Spotify: Audio as a Touchpoint

Spotify is a platform where users interact with content while searching or listening, giving its ads a high engagement rate. Available formats include audio, banner, and video ads, with integration options through CM360. A key advantage is targeting by artist fanbases or listening context, allowing for precise audience segmentation.

Pricing starts from €3 for audio, €1 for banners, and €4.5 for video, making Spotify a flexible and scalable channel for brands to test different types of presence depending on the funnel stage.

Viber Ads Manager: Accessibility and Scale

Viber remains one of the most wide-reaching channels in Ukraine, with over 10 million users. Advertisers can launch campaigns independently, without intermediaries. Available formats include text, banner, and video ads (shown during or after calls).

The minimum budget is €100, while the average CPM ranges from €1.15 to €2.55. Performance metrics: CTR — 1.7–3.5%, viewability — up to 73%. For more precise targeting, filters by age and location can be added for a €0.17 premium.

The digital ecosystem of 2025 offers not just new formats, but new interaction scenarios. For brands, this means the goal is not to pick a single platform, but to build a connected ecosystem of touchpoints where each tool reinforces the others.

Other parts of the global newage. Digital Research 2025 study:
• Who shapes the Ukrainian digital audience
• Digital habits and premium segments

Summary: How Video Drives Results

The year 2025 confirmed: video is no longer a trend — it’s the foundation of digital communication. YouTube remains the core of Ukraine’s online ecosystem, but campaign effectiveness now depends not only on reach, but also on the balance between Awareness and Conversion. Their synergy creates a sustainable business model, where the brand both builds recognition and drives action.

The newage.-developed indexes — Awareness Score and Conversion Score — make it possible to measure not just the number of contacts, but also the depth of influence. Analysis of over 80 Brand Lift studies proved that an optimal frequency of 5–7 contacts increases Brand Lift by 25%. This is the formula that can now be scaled across any video strategy.

Content filtering through whitelists helps maintain brand safety, while a category-based planning approach enables brands to work with audiences strategically. YouTube has evolved from being just a channel into an architecture of influence, where brands build their own funnels of attention.

Every platform today — TikTok, Meta, Telegram, Spotify, Twitch, Roblox — adds new tools for managed interaction. The marketer’s task is to build an ecosystem of touchpoints where each element strengthens the others. That’s what mature digital looks like — not chaotic, but systematic, measurable, and adaptive.

The media landscape of 2025 is a field for strategists. The newage. team helps brands uncover patterns in data and turn them into action. Contact us — and build your gameplan in the video ecosystem that drives results.

The full study is available on SlideShare or YouTube.

FAQ: Gameplan in Video & Digital 2025

Why has video become the main format of digital communication?

Because it creates emotional connection and delivers the highest Brand Lift among all content types. Video builds an experience, not just a view.

Which YouTube format is most effective for brand awareness?

Sequence and In-Stream Non-Skip — they provide guaranteed viewing and form a consistent brand story perception.

How to measure the real effectiveness of a campaign?

Through Awareness Score and Conversion Score — newage.’s proprietary methodology that shows how advertising influences awareness and action.

What does “effective frequency” mean in video advertising?

It’s the optimal range of impressions (5–7.5), where Brand Lift increases by 25% and Recall by 20%. Fewer — don’t stick, more — overload the user.

How should brands plan their presence beyond YouTube?

By creating a cross-platform ecosystem: YouTube — the core, TikTok and Meta — emotional touchpoints, Telegram — retention, Spotify — background connection.