ABCD

Building Effective
Creative for YouTube

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Journey from
3-feet to 3-inch

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 The screen is
different
● Smaller
● Intimate
● Reactive

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Consider changing up the traditional story arc for a more
active, engaged viewer.

Traditional Story Arc Emerging Story Arc

(Passive environments) (Active environments)

Climax & Upfront

Multiple reveals
big reveal branding Persistent
Start high Branding
cues

Build Offer Clear Call To

Unexpected shift More hooks, & more Action
to hook the viewers story for those that
want it

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

Four Key Pillars
Start with your goals.
Understand what can impact them.

Attract Brand Connect Direct

Attract attention Integrate your brand Connect with the viewer Be clear on what
from the start. naturally & through emotion & you want people
meaningfully. storytelling. to do.

Test // Measure // Learn

ABCD: Building Effective Creative for YouTube Confidential & Proprietary
 Attract Attention Brand Naturally
from the Start With Purpose
No matter the format, How and when branding
it’s crucial to capture appears can impact the
attention early on. performance of brand lift
metrics.

Front load Use Brand Audio can

your story familiar placement drive
arc faces matters results

Be Consider Optimize
thoughtful creative for your
with music style objectives

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Connect Through Direct the Viewer
Emotion & Storytelling What to do Next
Longer watch time is Clear calls to action
associated with a lift in drive brand lift.
brand awareness and
consideration.
Create an Use the Break the Be Use
emotional power of fourth clear platforms
connection audio wall features

Consider Analyze
quick and test
cuts

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

Decide what’s
most important
Awareness

Consideration

Recall

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

ABCDs of Effective Creative for YouTube

Attract Brand Connect Direct

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Attract
No matter the format,
it’s crucial to capture attention early on.

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Attract Attention
from the Start
No matter the format,
it’s crucial to capture
attention early on.

Frontload Use
your story familiar
arc faces

Be Consider
thoughtful creative
with music style

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Attract
Attention
Frontload
Your Story Arc
Is there an
immediate hook?

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Attract
Attention
Use Familiar
Faces

Featuring a person
at the beginning can
lead to increased
viewership.

Celebrities, women
and children had the
highest impact!

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Attract
Attention
Be Thoughtful
With Music
No Clear Correlation
Between Music
& Brand Lift

Despite appearing
in 80% of ads

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Attract
Attention
Consider
Creative Style

Multiple Factors
Impact Ads
People Choose to
Watch

Consider testing
multiple versions to
see what works best!

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Brand Naturally
With Purpose
How and when branding
appears can impact the
performance of brand lift
metrics.

Brand Audio can

placement drive
matters results

Optimize
for your
objectives

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Brand
Integrate your brand naturally and meaningfully

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Brand Naturally
With Purpose
Placement
Matters

Integrating your
product in natural
usage in the first
5 seconds is
associated with
higher recall

Use on product for

maximum impact,
not logos in supers
or overlays.

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Brand Naturally
With Purpose
Audio Works
Audio mentions
of your brand are
associated
with increased
brand lift.

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Brand Naturally
With Purpose
Audio Works
Audio mentions
of your brand are
associated
with increased
brand lift.

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Brand Naturally
With Purpose
Optimize for
Objectives

Longer watchtime is
better for awareness
and consideration.
Consider placing
your brand later in
the creative when
optimizing for these
metrics.

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Connect
Connect with the viewer
through emotion and storytelling

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Connect Through
Emotion & Storytelling
Longer watch time is
associated with a lift in
brand awareness and
consideration.
Create an Use the Break the
emotional power of fourth
connection audio wall

Consider Analyze
quick and test
cuts

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Connect
Use the Power
Of Audio
Audio + Video
together drive
stronger brand
results than video
alone.

Use audio to
reinforce a key
brand message.

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Connect
Break the
Fourth Wall
Use on-screen
talent to interact
with the viewer.
There’s significant
association with
brand lift
performance.

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Connect
Consider
Quick Cuts
Initial studies show
increased pacing
helps keep people
watching longer,
especially on
mobile.

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Connect
Create an
Emotional
Connection
Humor and
suspense have
shown an increase
in ad recall.

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 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.

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Direct
Direct the viewer on what to do next

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Direct the Viewer
What to do Next
Clear calls to action
drive brand lift.

Be Use
clear platforms
features

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 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.

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Direct the Viewer
Use Platform
Features
Info Cards, End
Screens and CTA
Overlays can
provide an easy
path to continue
engagement.

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

Four Key Pillars
Start with your goals.
Understand what can impact them.

Attract Brand Connect Direct

Attract attention Integrate your brand Connect with the viewer Be clear on what
from the start. naturally & through emotion & you want people
meaningfully. storytelling. to do.

Test // Measure // Learn

ABCD: Building Effective Creative for YouTube Confidential & Proprietary
 Creative Variation
Recommendations
Number of Creative Variations
Creative Length
Recommended

:06s 5+

:15s 4+

:30s 3+

Longer than :30s 2 is ideal but 1 is acceptable

ABCD: Building Effective Creative for YouTube Confidential & Proprietary

 Thank you.

ABCD: Building Effective Creative for YouTube Confidential & Proprietary