1) 70% of an advertising campaign's success depends on the quality of the creative content. On YouTube, ads need to grab attention quickly within the first few seconds as viewers can skip ads. 2) Unexpected openings, featuring people like celebrities or humor are effective attention-grabbing techniques. Medium shots of people also help engage viewers on mobile. 3) Branding goals like ad recall or view-through rate should inform how and when brands are integrated into videos. Multiple branding cues like audio and video can significantly increase awareness and consideration.