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ABCD_2.0
Build effective creative for YouTube

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What’s new with ABCD 2.0?
The ABCD framework was created in 2017
and largely based on upper funnel brand
metrics. Our 2019 research tests brand
metrics across the full funnel, so “2.0” offers
expanded creative guidance for marketing
objectives: Awareness, Consideration and
Action using Brand Lift metrics of Ad Recall,
Consideration and Purchase Intent.
In addition, this research has been reviewed by
two 3P research partners: Nielsen Neuro and
Kantar. Both partners have conducted their own
independent research that reinforces ABCD.
Insights from each partner’s independent
research are highlighted throughout
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Percent sales contribution

Creative vs. media

Why does 15%

Brand

it matter? 36%
49%
Creative

Because good creative is good for business

Media

Source: Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017 Google Confidential & Proprietary 3
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53% Ad Recall lift

Driving results 50% Consideration lift

With
ABCD
Increased sales, above
average completion rates &
below average CPV

According to Ipsos, when we optimize

TV ads for YouTube, ad recall results Views achieved by pre-launch

20M+
are better on both platforms campaign. Increase in search
interest —both for the brand,
and celebrity endorser, Sarah
Michelle Gellar

Source: Google/Ipsos, "Customizing TV ads for YouTube", US, August 2018, n=2,400, A18-64.
Source: Johnson & Johnson Brand Lift data, US, 2018.
Source: McDonald’s internal data, India, 2018. Google Confidential & Proprietary 4
Source: Olay Brand Lift & internal data, US, 2018.
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What did we learn in 2.0?

1 Plenty of consistency
2
Nuances by
3
Functional messaging
4
Inspiring your
with ABCD 1.0, but marketing objective works...across the audience to take
more granular were particularly marketing funnel action is a positive
insights prevalent in Brand factor across the
and Connect marketing funnel

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How did the research work?
We provided 5,000 TrueView skippable ads to
Ipsos, who coded them for a variety of creative
attributes, such as audio, branding, people,
narrative structure, etc. These ads come from 11
verticals and 11 countries across regions.
Then, gTech matched the ads with Brand Lift data
(Ad Recall, Consideration and Purchase Intent) and
conducted a statistical analysis to understand its
relationship versus the various creative factors coded
by Ipsos. Based on that analysis, gTech delivered a list
of factors that had a significant correlation (positive or
negative) with Brand Lift metrics.
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This research focused on

creative attributes relating to 7 themes

Narrative Message Audio Visuals People Framing Pacing

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Which brand metrics

were tested? Marketing Objective

Awareness Consideration Action

This research is based on correlational
analyses with three Brand Lift metrics: Brand Lift Metric

Ad Recall, Consideration and Purchase Ad Recall Consideration Purchase Intent

Intent. Particularly interesting nuances

between metrics are flagged throughout.

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Marketing Objective
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Fundamentals of creating for YouTube

Build for attention Build for sound on Build for mobile

Using an emerging story 95% of video watch on Globally, more than
arc is key to hooking YouTube is played with 70% of watchtime happens
viewers sound on on mobile devices

Source: Google Internal Data, Global, Sep 2018.

Source: Google Internal Data, Global, Apr-June 2018. Mobile includes mobile devices and tablets. Google Confidential & Proprietary 9
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Let’s get
started
with ABCD

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Attract Brand Connect Direct

Hook consumer Help consumers Make them think or Get them to
attention & get them see/hear your brand feel something about take action
to tune in your brand

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A_Attract

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Attract

Attract
There are 4 keys elements that are important in an ad’s
opening moments to hook your audience from the start

Frame Pace Humanize Surprise

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Attract

Frame
Use tight framing on the subject,
whether its a product or a person

Focusing on people can increase a Clearly showing the person or

viewer’s expressiveness (i.e., an
emotional reaction, gauged by facial
expression) as they see an ad. This
increase in expressiveness is tied to
cross funnel campaign improvement.
product and using non-obscure
angles make it easier for the
brain to process and sustain
engagement.
Tight shots

SEE ANOTHER EXAMPLE

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Marketing Objective
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Attract

Pace
Aim for 2+ shots in first 5 seconds

Scene changes support engagement if the rate of

change is balanced with information load. Simple ads
with low information can have faster pacing than more
complex ads with high information. For more complex
ads, allow 2-3 seconds between each scene.
2+ shots in the first 5 seconds
SEE ANOTHER EXAMPLE

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Marketing Objective
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Attract

Humanize
If people appear in video, open with them
on-screen. And if it fits with your storyline, have
them address your audience directly.

Faces attract immediate attention, heighten emotional motivation and

increase engagement (In fact, the human brain begins processing
faces within 30 milliseconds). Neuroscience also shows that
first-person information -- shared by speaking directly to camera -- SEE ANOTHER EXAMPLE
Hero
may disproportionately influence behavior.

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Marketing Objective
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Attract

Surprise
Use stunning, delightful, unexpected or
otherwise memorable imagery.

Visual imagery that makes consumers think (i.e.

unexpected/intriguing) or feel (i.e. beauty) in the first
5 seconds links to longer view times on YouTube.

SEE ANOTHER EXAMPLE

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Marketing Objective
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B_Brand

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Brand

Brand
Naturally integrated products, logos and audio cues are
particularly important elements to land your brand

Introduce Mention Reinforce Differentiate

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Brand
5 Branded in the first 5 sec.

Introduce
Marketing Objective

Use visual OR audio cues.

Introducing your product or brand in the

first 5 seconds is positively correlated
with all brand metrics
5 Branded in the first 5 sec.

Integrating your brand or product early helps orient the viewer and
enables more fluid processing, which helps increase engagement. Marketing Objective

Multisensory experiences (visual & audio) increases potential to

Use visual AND audio
build brand-related associations in the consumer’s mind.
together works best.

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Brand

Mention
Audio mentions of your brand by people
on-screen are associated with better results
than audio mentions by people off-screen.

SEE ANOTHER EXAMPLE

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Marketing Objective
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Brand
Brand logo throughout story

Marketing Objective

Integrating logo into story

Reinforce
or featuring on product
itself are positive factors.

Logo placement matters -- and the most effective

placement depends on your marketing objective.
Brand logo present for entire story

Marketing Objective
Brand logos presented within the first
5 seconds are most effective. Integrate your logo as a
super, text overlay or
persistent watermark.

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Brand

Marketing Objective

Personification works. Let your

Differentiate
brand mascot tell your story

Show visuals and colors unique to your brand.

Brand assets, such as emblems, logos, spokespeople,

characters, taglines, colors and jingles are powerful drivers
Marketing Objective
of brand associations and competitor differentiation.
Integrate colors strongly
associated with your brand.

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C_Connect

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Connect

Connect
Storytelling style, message, people and audio are key to
keep people watching -- and make them think or feel

Integrate Engage Associate

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Connect

Marketing Objective

Functional messages -- i.e.,

messages that convey tangible,
observable or measurable
benefit -- are a positive factor

Integrate
for all brand metrics.

Use function and emotion as levers that work

together -- or independently -- to engage
Marketing Objective
viewers. Functional storytelling works!
Delivering a functional
message and conveying the
emotion evoked by using the
brand/product is also
associated with better upper
and mid-funnel metrics.

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Connect
Humor Action Intrigue

Engage
Lean into emotional levers like action, humor
or intrigue when it works for your brand.

Humor improves ad Patterns of tension and

receptivity among both release in storytelling (e.g.,
genders more than any suspense-resolution,
other creative element. setup-punchline) can help
foster strong emotional
motivation.

SEE ANOTHER EXAMPLE

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Marketing Objective
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Connect
Celebrity

Associate
Marketing Objective

Celebrities and influencers are

associated with better results
across brand metrics.

Make people core to the story. People help hook

viewers in an ad’s opening moments and
facilitate connection.
Someone like you

Leverage celebrities’ status. Including a familiar Marketing Objective

spokesperson can signal the advertised product,

Everyday “people like me” are
service, or activity carries a low risk from a social
associated with better results
perspective.
on Purchase Intent.

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D_Direct

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Direct

Direct
Audio and visuals are key elements to reinforce your
message and encouraging your viewers to act

Prompt Inspire Compel

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Direct

Prompt
Show offers and call-to-action through text
cards, simple animation or voiceover

Text cards that convey additional information or connect gaps

in the storyline are a useful device. Integrating brand cues like
font, taglines and colors can help drive brand association.

Offers and CTA

SEE ANOTHER EXAMPLE

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Marketing Objective
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Direct

Limited timeframe

Inspire
Use offers that inspire a sense of urgency --
for example, a limited timeframe or limited
units available.

Creating a sense of scarcity or limited time offers

tends to pique interest and increase perceived value.

SEE ANOTHER EXAMPLE

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Marketing Objective
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Direct

Compel
Use specific calls-to-action (e.g., Visit site,
Sign up, Buy now) or include a search bar

Clear, concise CTAs CTAs that mention a specific

drive impact. action to take (e.g., “Book
now”) perform better than
more generic actions (e.g.,
Clear CTA
“Learn more”)

SEE ANOTHER EXAMPLE

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Marketing Objective
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Bringing it
all together

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Attract Brand Connect Direct

Use tight framing on the subject
Aim for 2-3 shots in the first 5 seconds
If people appear in your video, open
with them on-screen
Use stunning, delightful or otherwise
memorable imagery
Introduce your brand or product in
the first 5 seconds
Optimize logo placement for your
marketing objective
Show visuals (mascots, colors)
unique to your brand
Use on-screen actors for brand
audio mentions
Treat function and emotion as levers that
can work together or independently
Don’t shy away from functional
storytelling
Lean into emotional levers like action,
humor and intrigue when it works for
your brand
Make people core to the story
Show offers and call-to-action
through text cards, simple
animation or voiceover
Make offers inspire a sense
of urgency
Use specific CTAs (e.g., Visit site,
Sign up, Buy now) or include a
search bar

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Attract
Tight framing, fast pacing, use people early on, use
memorable visual elements

Brand
Introduce your brand/product in the first 5 seconds
through visuals OR audio cues, integrate logo into story
Guidelines by Marketing Objective or featuring on product, using unique visuals like brand

Awareness
personification, audio mentions of brand by people
on-screen

Connect
Functional messages, delivering a functional message
through a compelling emotional story, leaning into
emotional levers, making people core to the story

Direct
Show offers and call-to-action, Make offers inspire a
sense of urgency, Use specific CTAs

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Attract
Tight framing, fast pacing, using people early on, and
using memorable visual elements

Brand
Introducing your brand/product in the first 5 seconds
through visuals AND audio cues, integrating logo as a
Guidelines by Marketing Objective super/ text/overlay/persistent watermark, using unique

Consideration
visuals like brand personification or colors associated with
brand, audio mentions of brand by people on-screen

Connect
Functional messages, delivering a functional message
through a compelling emotional story, leaning into
emotional levers, making people core to the story

Direct
Show offers and call-to-action, Make offers inspire a
sense of urgency, Use specific CTAs

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Attract
Tight framing and memorable visual elements

Brand
Guidelines by Marketing Objective Introducing your products in the first 5 second
through visuals AND audio cues

Action
Connect
Functional messages, leaning into emotional levers,
making people core to the story

Direct
Showing offers and CTAs, making offers inspire
a sense of urgency, using specific CTAs

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What matters and when
Brief stage
Plan for an emerging story arc
Plan for sound on and mobile-first
Consider how you’ll use emotional and functional
levers in the storyline. (Action, humor and intrigue
are particularly impactful emotional levers)
Consider your subject(s). People on-screen help
hook viewers and build connection
If inspiring action is your core objective, plan for
your message to focus on the offer and/or CTA
Pre-production
Plan for tightly-framed shots of your subject
Integrating logo into the story or on product helps
with Ad Recall
Audio mentions of your brand are more impactful
by people featured on-screen (vs. VO)
Visuals that are unique to your brand — such
as colors and mascots — help drive Ad Recall
and Consideration
Post-production
Pacing is fast (more than 2 shots in the opening
moments) but not frenetic
Opening with people on-screen drives Ad Recall
and Consideration
Introduce your product/brand in first 5 seconds
Placing logo as a super, text overlay or persistent
watermark drives Consideration
Convey offers and CTAs with text cards, simple
animation or VO
Specific CTAs — e.g., Visit site, Buy now, Sign up —
work best
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1
Relevance and applicability of ABCD
guidelines to new YouTube formats,
such as YouTube Home Feed ads

Opportunities for 2 Creative elements that are positively

correlated with Sales Lift

experimentation
3
Whether (and how) audience
retention correlates to Brand
Lift/marketing objectives

4 Vertical-specific insights beyond Auto

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Thank you

Google Confidential & Proprietary