Each your goals with the power of YouTube and Google Ads Get the results that matter for your business when you use Video action campaigns with Google Search and Display campaigns. There are strategies and campaign types to match your specific goals – whether it’s driving more sales or website traffic or building brand awareness. Advertisers who started a Video action campaign after Search and Display campaigns saw up to 28% increased conversion volume after 28 days of activity at similar or better total account-level cost per acquisition. Attention, Branding, Connection, Direction – these are the four principles of creating effective YouTube video ads. This ABCDs guide has recommendations to help you put our data-backed best practices to work. In fact, a study by Kantar showed that ads that follow the ABCDs as a guide yielded. A Attention Hook and sustain attention with an immersive story. Drop viewers in from the start and immerse them with audio and visuals that pique their interest. Cheetos (US) takes viewers right into the story of its new Popcorn, with bright orange fingers and a musical track that reinforces the key message.#1 Jump in Get to the heart of the story faster. Use engaging pacing and tight framing to draw viewers in. Fastrack (IN) dives right into the story and keeps the viewer engaged through dynamic visuals that play with pacing and framing. #2 Support the story with audio and supers Reinforce your message with audio and text. Avoid competing elements. Silmäasema (FI) places helpful emphasis on its text and guides the viewer's understanding with matching voice-over. #3 Keep visuals bright and high-contrast Ensure visuals are optimized for all devices. Pokémon (JP) uses bright accent colors, strong lighting, and contrasted visual effects to ensure visual engagement on small screens.B Branding Brand early, often, and richly Make use of a broad range of branding elements to show and tell viewers who you are. Ruffles (BR) introduces itself early and maintains a presence throughout by integrating branded product in the story. #1 Show up early and throughout Introduce your brand or product from the start and maintain that presence. Weekendesk (FR) introduces its brand in the first 5s and naturally integrates its product demo throughout the ad. #2 Reinforce with audio Audio brand mentions supercharge onscreen brand visuals’ performance (see and say). Oi (BR) reinforces the onscreen brand visuals with a corresponding brand mention.C Connection Help people think or feel something Create connections through the experience of your product. Gojek (SG) presents the human experience of its product and the joy it sparks when it gets you to where you wanted to go.#1 Humanize the story Feature people’s experience with your product and represent your consumer. BareMinerals (US) features a diverse cast and gives them all a voice; showcasing the completeness of its range in the process. #2 Focus the message Avoid doing too

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ABCD: Building Effective Creative for YouTube
ABCD
Building Effective
Creative for YouTube

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ABCD: Building Effective Creative for YouTube
Journey from
3-feet to 3-inch

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ABCD: Building Effective Creative for YouTube
The screen is
different
● Smaller
● Intimate
● Reactive

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ABCD: Building Effective Creative for YouTube
Consider changing up the traditional story arc for a more
active, engaged viewer.
Traditional Story Arc
(Passive environments)
Emerging Story Arc
(Active environments)
Build Offer
Climax &
big reveal
Multiple reveals
Unexpected shift
to hook the viewers
Start high
Upfront
branding
More hooks, & more
story for those that
want it
Persistent
Branding
cues
Clear Call To
Action

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ABCD: Building Effective Creative for YouTube
Four Key Pillars
Attract Brand Connect Direct
Start with your goals.
Understand what can impact them.
Integrate your brand
naturally &
meaningfully.
Attract attention
from the start.
Connect with the viewer
through emotion &
storytelling.
Be clear on what
you want people
to do.
Test // Measure // Learn

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ABCD: Building Effective Creative for YouTube
ABCDs of Effective Creative for YouTube
Attract Brand Connect Direct

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ABCD: Building Effective Creative for YouTube
Attract
No matter the format,
it’s crucial to capture attention early on.

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ABCD: Building Effective Creative for YouTube
Attract Attention
from the Start
No matter the format,
it’s crucial to capture
attention early on.
Frontload
your story
arc
Use
familiar
faces
Be
thoughtful
with music
Consider
creative
style

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ABCD: Building Effective Creative for YouTube
Attract
Attention
Frontload
Your Story Arc
Is there an
immediate hook?

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ABCD: Building Effective Creative for YouTube
Attract
Attention
Use Familiar
Faces
Featuring a person
at the beginning can
lead to increased
viewership.
Celebrities, women
and children had the
highest impact!

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ABCD: Building Effective Creative for YouTube
No Clear Correlation
Between Music
& Brand Lift
Despite appearing
in 80% of ads
Attract
Attention
Be Thoughtful
With Music

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ABCD: Building Effective Creative for YouTube
Multiple Factors
Impact Ads
People Choose to
Watch
Consider testing
multiple versions to
see what works best!
Attract
Attention
Consider
Creative Style

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ABCD: Building Effective Creative for YouTube
How and when branding
appears can impact the
performance of brand lift
metrics.
Brand
placement
matters
Audio can
drive
results
Optimize
for your
objectives
Brand Naturally
With Purpose

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ABCD: Building Effective Creative for YouTube
Brand
Integrate your brand naturally and meaningfully

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ABCD: Building Effective Creative for YouTube
Use on product for
maximum impact,
not logos in supers
or overlays.
Brand Naturally
With Purpose
Placement
Matters
Integrating your
product in natural
usage in the first
5 seconds is
associated with
higher recall

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ABCD: Building Effective Creative for YouTube
Brand Naturally
With Purpose
Audio Works
Audio mentions
of your brand are
associated
with increased
brand lift.

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ABCD: Building Effective Creative for YouTube
Brand Naturally
With Purpose
Audio Works
Audio mentions
of your brand are
associated
with increased
brand lift.

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ABCD: Building Effective Creative for YouTube
Longer watchtime is
better for awareness
and consideration.
Consider placing
your brand later in
the creative when
optimizing for these
metrics.
Brand Naturally
With Purpose
Optimize for
Objectives

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ABCD: Building Effective Creative for YouTube
Connect
Connect with the viewer
through emotion and storytelling

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ABCD: Building Effective Creative for YouTube
Connect Through
Emotion & Storytelling
Longer watch time is
associated with a lift
in brand awareness
and consideration.
Create an
emotional
connection
Use the
power of
audio
Consider
quick
cuts
Analyze
and test
Break the
fourth
wall

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ABCD: Building Effective Creative for YouTube
Audio + Video
together drive
stronger brand
results than video
alone.
Use audio to
reinforce a key
brand message.
Connect
Use the Power
Of Audio

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ABCD: Building Effective Creative for YouTube
Connect
Break the
Fourth Wall
Use on-screen
talent to interact
with the viewer.
There’s significant
association with
brand lift
performance.

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ABCD: Building Effective Creative for YouTube
Connect
Consider
Quick Cuts
Initial studies show
increased pacing
helps keep people
watching longer,
especially on
mobile.

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ABCD: Building Effective Creative for YouTube
Connect
Create an
Emotional
Connection
Humor and
suspense have
shown an increase
in ad recall.

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ABCD: Building Effective Creative for YouTube
Connect
Analyze and
Test
Retention curves help
determine where
viewers drop.
Test different versions
of your creative to see
what works best for
your brand.

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ABCD: Building Effective Creative for YouTube
Direct
Direct the viewer on what to do next

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ABCD: Building Effective Creative for YouTube
Clear calls to action
drive brand lift.
Be
clear
Use
platforms
features
Direct the Viewer
What to do Next

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ABCD: Building Effective Creative for YouTube
Direct the Viewer
Be Clear
Be clear and direct
on what you want
people to do,
whether that’s
clicking out to your
brand’s website,
watching another
video, or subscribing
to your channel.

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ABCD: Building Effective Creative for YouTube
Direct the Viewer
Use Platform
Features
Info Cards, End
Screens and CTA
Overlays can
provide an easy
path to continue
engagement.

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ABCD: Building Effective Creative for YouTube
Four Key Pillars
Attract Brand Connect Direct
Start with your goals.
Understand what can impact them.
Integrate your brand
naturally &
meaningfully.
Attract attention
from the start.
Connect with the viewer
through emotion &
storytelling.
Be clear on what
you want people
to do.
Test // Measure // Learn

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ABCD: Building Effective Creative for YouTube
Thank you.