The document discusses best practices for creating effective digital advertising campaigns. It recommends focusing on making the first 5 seconds of an ad captivating to grab viewers' attention. Creating a human connection through faces and emotions is also important. While brand placement boosts recall, it can suppress subsequent views. Using both video and audio together increases brand awareness and consideration over video alone. Clear calls to action are encouraged to drive people to websites or apps. Humor and unexpected elements keep viewers engaged. And while music is common in ads, its impact needs to be tested through experimentation. The key is to apply best practices from research but also experiment to learn what works best.

1. Unskippable
Creativity
Imran KhanCreative Agency Manager Google DACH

2. Before we get started,
3 things you should
know….

3. 1.All media is skippable

4. 2. No silver bullets

5. 3. Great creative is your most
powerful opportunity.
Creative quality impact range +/- 80%
Media targeting impact range +/- 20%

7. In 2015:
3 of the top 10 videos were ads
and
4 of the top 10 ads wereTV spots.

8. Goals: The 5 Mindsets
Traditionalist
Digital as TV extension
Supporter
Digital as Reference Library
Campaigner
Digital with campaign cadence
Community Builder
Publish to build fanbase
Experimenter
Digital as series of
never-been-dones

9. Foundation
Best practices from
macro research
Experimentation
Directional learning from
intentional experiments
Innovation
There be
Dragons

10. 1. Jump into action
They’re itching to leave. Grab’em.
You have five seconds…..

11. Your New Best Friend

12. 2. Create a Human Connection
Show a face early and close.
Most effective: Influencer/Celebrity, happy
woman or child.

13. 3. Brand Placement Matters
Brand early—it boosts ad recall, even for
skippers.
BUT: it can suppress view-through
Product not logo. Watermark is cheating.

14. 4. Video +Audio = Win
Multiple cues help create connection:
+20%
brand awareness and consideration versus
video alone

15. 5. Call toAction
Clear call to action lifts the brand; don’t be shy.
Tell them to visit your site or channel
(subscribe!), download your app, or watch
more.

16. 6. Funny and Unexpected
Humor works.
It’s the number one factor driving watch time
and helping recall and favorability (though
suspenseful and emotional work also).
Keep them guessing and you’ll keep them
watching.

18. 7. Music is not automatic
Despite being in more than 80% of ads,
music’s role is not a slam dunk.
Experiment with music and without, style, tone
and don’t assume you know the answer.

19. In Sum
1. Make the first five work hard.
2. Create a human connection.
3. Brand placement matters.
4. Audio and Video together work harder.
5. A call to action creates connection.
6. Funny and unexpected is powerful.
7. Music is not automatic.

20. Foundation
Best practices from
macro research
Experimentation
Directional learning from
intentional experiments
Innovation
There be
Dragons

21. Experimentatio
n

22. Unskippable Labs

23. #FUTUREM
If you want to
understand how
the lion hunts,
don’t go to the zoo.