Within the 5PM Group we work with the Intent-Based Video Marketing Model: from intention to attention to action. We map intention by looking at signals within the Google ecosystem and generate the attention of the target group with the best produced and optimized content. We create organic reach and build communities of interesting target groups. With Catwise Conversion we produce advertisements that we use to convert the attention obtained from the Intent-Based Video Marketing Model into action. In addition to the direct action from the content, part of the target group will need the final push with an ad that matches the overall strategy. Using Performance-Based Advertising, viewers who have seen the content are encouraged to take action and convert.