the challenge

how to spend your online media budget as efficiently as possible?

The time brands simply push their TV commercials on online platforms should be over. Why? By playing according to the new rules of our digital world, brands can achieve at least 30% more impact (read: completed video views) on their media budget.

Last year Volkswagen launched the amazing TV commercial (TVC) “Afscheid” in collaboration with Dentsu. A man cries in his car, not because he bought a new Volkswagen, but because he has to say goodbye to his old one. A great concept and a beautiful production. Volkswagen asked us to make the commercial suitable for online while keeping the message as strong as it would be on TV.

Volkswagen pays 30% less for a completed view with smart tweaks to their online commercial

  • Start with emotion to grab attention immediately

  • Introduce your branding early for maximum exposure and keep the audience engaged by increasing the pace

  • End with a clear call to action

team5pm glass logo

original ’20 sec TVC

optimized OLV

our solution

making a new storyboard that keeps the emotion but plays by the online rules

We optimized the original TVC using the ABCD-model for effective online creatives from Google, creating an emerging story arc instead of a traditional story arc. Our studio produced a 20” and 34” edit from the original TV commercials and found effective results. The online-first Volkswagen commercial grabs attention and retains it – at a lower cost

the results

the results are crystal clear: YouTube ads are the way to go

To conduct a reliable A/B-test, EssenceMediacom compared the old 20” TV commercial to the 20” online version we made on Meta. The results were impressive! The cost per thruplay  decreased by 20%: €0,079 vs. €0,10. This means that it’s 20% cheaper to make people watch the 20” online version instead of the 20” TV version.

cost per thruplay decreased by


CPCV lowered by


difference in CPCV


Volkswagen grabbed the right attention and retained it with their online-first commercial, all at a lower cost. So are you planning on making a commercial? You could generate at least 20% more impact with our digital-first approach. We’d love to help you out :-)

what we make

As a data-driven content group, we put your target group on #1 and create effective content that builds strong brands.


  • Online commercials

    Growing brand preference in a highly competitive market? We did it with Lucardi's mother's day campaign. Target group data combined with creativity created the ideal full-funnel social campaign.

  • Online commercials

    Creating 30% more impact with the same online media budget? Together with Volkswagen, we show how it’s done, by creating an online-first commercial. It’s time to play by the rules of the digital world.

  • Social

    Turning your online community into Prime Video subscribers? A combination of data, content creation, and smart social distribution of the Prime Original 'Van A naar Onbekend' did the trick.

  • Social

    Dominating Google, YouTube, and TikTok with #1 rankings? We did it with the 'HEMA Helps' series. Truly a cross-platform SEO triumph, boosting online visibility with data.

  • YouTube

    Together with Bol, we took product reviews to the next level. By combining help content and entertainment, 'Sterren Reviews' kept viewers hooked for six minutes straight.

  • Online commercials

    Transitioning from offline to online? Do it like Beter Bed, and create real impact with data-driven YouTube ads. Data research, spot-on targeting, a media plan, and clear follow-up studies boosted their brand preference.

  • Boosting YouTube visibility? Andrélon did it by engaging viewers with high-quality content and spot-on targeting. On top of that, they ranked in the #10 search results on Google and YouTube.

  • Online commercials

    The perks of personalized ads? Having millions of viewers watch your ad, even though they could skip it. This is what we call quality attention through YouTube ads. Find out how we did it for the Volkswagen ID.4.

  • Transavia advertises informative YouTube videos per video topic and gets a huge amount of watch time

  • Online commercials

    What do you mean, the niche group of business owners can't be reached with online video ads? We prove the opposite and show how Centraal Beheer strengthened its bond with them.

  • YouTube

    BrandMR increased their brand awareness on YouTube. How so? By mapping out the most searched questions about legal help and answering them with YouTube ads targeted at the right audience.

  • A format for GAMMA's anniversary campaign: 'The Treehouse DIY' reached their audience through a data-driven DIY approach, and won an international Webby award along with it.

  • How do you enter a new market with a streaming platform? Prime Video did it by increasing their brand awareness with YouTube ads so compelling, they created more than 2 million hours of watch time.

  • This is how De Telegraaf became the top news brand on YouTube for millennials, turning their channel into a full-fledged marketing machine that tripled revenue.

  • 91% of GAMMA’s home DIYs rank in the top 3 in Google and YouTube. By choosing exactly the right video topics, the target audience watched GAMMA’s content for hours.

  • YouTube

    We believe in the power of really knowing your audience. That is why we used intent-based content research and audience behavior analysis to reach L'OR's target group.

  • YouTube

    Canon claimed the 'photography for beginners' domain on YouTube with a thought-through strategy. The results? 50,000 organic views and #1 rankings on Google and YouTube.

  • YouTube

    People interested in buying a car watch vehicle reviews on YouTube. Together with Hyundai, we prove how long-form video content combining SEO, data analytics and smart distribution therefore pays off.

  • This is how SEO optimization created massive success in increasing views and watch time for Tuinmanieren, the YouTube channel for gardening and more.

  • YouTube

    KPN knows how to give customized wifi advice. In fact, they are claiming the wifi domain on YouTube. How? With data-driven research and a smart advertising strategy, boosting organic reach.

  • Oot Granola generated sales and subscriptions with YouTube ads, and here's what made it possible: data-driven target group research, strategic and creative content creation and campaign management.

  • Social

    With the combination of strategic content creation and a well-thought-out distribution strategy, KPN won over the hearts of gaming youngsters with the biggest gaming-channel in the Netherlands: legends of gaming.

  • Winning over Gen Zs and Millennials with original branded formats

  • KPN claims the fiber internet domain on YouTube, thanks to data. How? We created 6 optimized how-to videos, answering frequently asked questions about internet, which ranked in the top 3 on both YouTube and Google.

  • To showcase Prime Video's extensive library in an entertaining way, we created 'De Knop, Rico Routine and Koken met Roelie'. This is how simple YouTube-optimized shows turned out to be simply perfect.