# What Incrementality Tests Reveal About YouTube

Shoptalk, Techtalks Stage | Las Vegas, NV

March 26, 2025 | 11:40 AM – 12:00 PM PT

## Reggie Panaligan

Enterprise General Manager

_at Haus_

## Egan Brinkman

Managing Director, Commerce

_at Google_

Can YouTube ads drive incremental business results, or are we just counting views? Do Demand Gen, Reach, and YouTube Shorts actually perform? How can you measure something view-based, anyhow?

Join Haus’ Reggie Panaligan and Google’s Egan Brinkman at the Techtalks Stage for our first live-audience Open Haus as they walk through the ins-and-outs of incrementality testing.

They'll share:

- What Haus’ objective analysis reveals about YouTube performance
- Incrementality test results from real brands
- Mental models for thinking about experimentation and measurement
- Strategic levers to optimize spend and decision-making

Stop guessing if your YouTube investment matters. Start measuring what’s driving results.

_Heading to Shoptalk? Stop by Booth #454 — across from the Swag Store — to talk with the Haus team any time._

We’ll be in touch.