Overview • In this presentation, you will get an overview information about how to create the best creatives to attract your customers. • You will be able to create your own creative strategies for telling effective brand stories on YouTube. Outline: 1. Collect creative intelligence 2. Design unskippable ads 3. Tell your story in 6 seconds 4. Who's behind that screen? 5. Reinventing storytelling 6. Unskippable experiments 7. Retain and entertain 8. Putting it all together

1. YouTube Creative
Essentials
By: Saleh Ghanayem
March-2019

2. Overview
• In this presentation, you will get an overview information about how to
create the best creatives to attract your customers.
• You will be able to create your own creative strategies for telling effective
brand stories on YouTube.
Outline:
1. Collect creative intelligence
2. Design unskippable ads
3. Tell your story in 6 seconds
4. Who's behind that screen?
5. Reinventing storytelling
6. Unskippable experiments
7. Retain and entertain
8. Putting it all together
Saleh Ghanayem

3. Collect creative intelligence
• You have the skills of creating the creatives at the same time Google is your source of
data to align your creatives with what your audience would like to see. It is all about
how to be relevant to the people who will watch.
First Question that you have to ask yourself is How does attention affect creative
development?
According to recent Ipsos eye-tracking research, the majority of TV advertising time (55%)
goes unseen due to multitasking.Attention spans are declining. The average human
attention span in 2013 was 8 seconds, down from 12 seconds in 2000.
Saleh Ghanayem
Info: According to Deloitte's Digital Democracy Survey, approximately how many millennials and Gen Zers are
bingeing content weekly.? 40%

4. Collect creative intelligence
Always remember: The things we love, we want more of, and the things that don’t resonate, we’ll
just skip. Consumers want more, and they’re getting it from multiple screens. Yet the way we
advertise has not changed to adapt to consumer behavior.
There are many tools will help you to understand your customers and know exactly what they
would like to watch:
I highly recommend you to use these tools to validate your thought and your ideas. Data will
never ever let your ideas goes down.
• Tool: Think with Google
• Tool: Google Trends
• Tool: YouTube Trends
• Tool: Google Surveys
Saleh Ghanayem

5. Design unskippable ads
• YouTube’s video ads are 95 percent viewable, 27 percentage points above the industry-
average for video ads.
• Tip: To set your ad up for success, build it from the ground up rather than modifying
your TV spot.
• The ABCDs of unskippable ads: Attract, Brand, Connect and Direct.
1. Attract: You should be able to grab audience’s attention in the first 3-5 seconds max
and you ad should not look like an ad.
2. Brand: Do not forget to put your logo and mention your brand in audio because this is
associate to increased the brand lift.
3. Connect: Use humor, Use the power of audio, Consider quick cuts to keep the energy
up and speak directly to viewers.
4. Direct: Be clear on what the audience should do.
Saleh Ghanayem

6. Tell your story in 6 seconds
• In this slide we will give an overview on the craft of storytelling with 6-second
Bumper ad.
• Benefits of Bumpers:
1. Effective: They’re effective on their own: 9/10 drive significant ad recall, with
average lift +38%
2. Efficient: :06 ads on YouTube drove the same ad recall as a :30 version on other
site.
3. Reach new people: 06 ads increased unique reach of TrueView campaigns
by an average of +78%
Saleh Ghanayem
Creative Directors from Google, Ben
Jones and Matt Lindley, share their
advice on successful 6-second
stories.

7. Tell your story in 6 seconds
• Here are four tips:
1. Focus on a single, simple purpose
2. Budget time to establish the ad—and stick the landing
3. Your 30-second videos don’t hold all the answers
4. Build in series–The Flock
Saleh Ghanayem
Examples:

8. Tell your story in 6 seconds
• Considerations for creative effectiveness, these recommendations are based on
findings from Google research.
1. Branding ads that included the product on screen had higher ad recall.
2. Audio stronger brand response is found from ads that are audible and viewable
compared to ads that are viewable only.5
3. Breaking the fourth wall ads with a person speaking directly to camera had higher ad
recall.
4. Supers and voiceovers some care must be exercised in how information is
communicated in such a short time.
Saleh Ghanayem

9. Who's behind that screen?
• By having the assets of your ad that would help you capture hearts and minds, but it's all for naught unless you reach your
target at the right time with the right creative assets.
• It is all about the target, you may have a great content but the targeting was not strong enough then all the effort you did to
have the assets will go.
• 4 elements to target: Life Events, Consumer Patterns, In-market audiences, Custom affinity audiences
Saleh Ghanayem
L’Oreal uses Consumer Patterns Purple uses Life Events

10. Reinventing storytelling
• The mini-series: Segment your story into thematic
chapters, told over time. We’ll show you an example of
Kate Spade’s “#missadventure” told this way.
Saleh Ghanayem
• Tease, amplify, echo: Tease your audience with short ads,
amplify your message with long-form ads for incremental
reach and impact, then echo your message to spur action.

11. Reinventing storytelling
• The follow-up Viewers are served one longer piece of
creative, followed up by shorter ads reminding them of
what they watched. We'll show you an effective example
from Centrepoint.
Saleh Ghanayem
• The direct shot Stick to one concept and slightly tweak the
video based on the context in which the consumer is
watching. Is your viewer about to watch a football
highlights video? Add an athletic twist.

12. Reinventing storytelling
Examples: Tease, amplify, echo
Saleh Ghanayem
Tease Amplify Echo

13. Reinventing storytelling
Examples: The mini-series
Saleh Ghanayem
Episode #1 Episode #2

14. Reinventing storytelling
Examples: The direct shot
Saleh Ghanayem

15. Reinventing storytelling
Examples: The follow-up
Saleh Ghanayem

16. Unskippable experiments
Saleh Ghanayem
• It is very useful to run creative experiments on YouTube.
• Run a creative experiment with Brand Lift to get the information you need. Experiments can become an integral part of your
creative process.
• Google’s Unskippable Labs set out to determine what makes an ad truly unskippable. They tested 16 versions of a generic ad,
altering the pacing, framing, supers, and orientation to see which would perform better

17. Retain and entertain
Saleh Ghanayem
• YouTube Analytics is a valuable asset in the creative toolkit. It will help you to understand your audience and that will improve
your coming videos.
• By using YouTube Analytics you will be able to know:
• Who is watching your client’s content?
• What are people watching?
• Where are people watching?
• How engaged are your viewers and when are they dropping off?

18. Recommendations
Saleh Ghanayem
• Use Google’s data to inform creative development
• Follow the ABCDs and experiment with story arcs
• Connect with audiences in new ways with signals
• Combine ad formats to sequence and orchestrate a story
• Experiment with creative and production approaches
• Use YouTube Analytics to measure creative effectiveness