Creative Works - Main Report - ABCD

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Google Confidential & Proprietary 1

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ABCD_2.0
Build effective creative for YouTube
Google Confidential & Proprietary

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What’s new with ABCD 2.0?

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

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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 4
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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 5
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 Then, gTech matched the ads with Brand Lift data
Ipsos, who coded them for a variety of creative (Ad Recall, Consideration and Purchase Intent) and
attributes, such as audio, branding, people, conducted a statistical analysis to understand its
narrative structure, etc. These ads come from 11 relationship versus the various creative factors coded
verticals and 11 countries across regions. 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.

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 10
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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 product and using non-obscure
emotional reaction, gauged by facial angles make it easier for the
expression) as they see an ad. This brain to process and sustain
increase in expressiveness is tied to engagement.
cross funnel campaign improvement. Tight shots
SEE ANOTHER EXAMPLE

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

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.

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

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
allow 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

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
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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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

Marketing Objective
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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

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

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

Marketing Objective
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Bringing it
all together

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Attract Brand Connect Direct

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

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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 Pre-production Post-production

Plan for an emerging story arc Plan for tightly-framed shots of your subject Pacing is fast (more than 2 shots in the opening
moments) but not frenetic
Plan for sound on and mobile-first Integrating logo into the story or on product helps
with Ad Recall Opening with people on-screen drives Ad Recall
Consider how you’ll use emotional and functional and Consideration
levers in the storyline. (Action, humor and intrigue Audio mentions of your brand are more impactful
are particularly impactful emotional levers) by people featured on-screen (vs. VO) Introduce your product/brand in first 5 seconds
Consider your subject(s). People on-screen help Visuals that are unique to your brand — such Placing logo as a super, text overlay or persistent
hook viewers and build connection as colors and mascots — help drive Ad Recall watermark drives Consideration
and Consideration
If inspiring action is your core objective, plan for Convey offers and CTAs with text cards, simple
your message to focus on the offer and/or CTA 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

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Appendix

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Nielsen is the largest global measurement understand consumers’ non-conscious

and data analytics company that marries its engagement and responses to create stronger
own proprietary data with other data sources connections and outcomes.
to provide consumer and market insights
worldwide. ● 10+ years experience in neuroscience field
● 20+ Ph.D. and M.D. neuroscientists lead research
efforts
Nielsen Neuro is the largest neuromarketing ● 550+ peer-reviewed articles authored by neuroscientists
agency in the world, exploring what drives ● 16 labs and testing in 40+ countries worldwide
consumer decision making to help brands ● 50+ patents to date (largest patent portfolio in
neurotechnology industry)
NIELSEN WEBSITE

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Research Sources
Slide Claim Source
Based off of Nielsen Neuro’s database of 6,000 ads,

Clearly showing the person or product and using non-obscure angles make it easier
18 Global, 2013-2016. An example case study showing this
for the brain to process and sustain engagement.
insight: DKMS’ “Ice World”, Germany, 2016.
Scene changes support engagement if the rate of change is balanced with Based off of Nielsen Neuro’s database of 6,000 ads,
information load. Simple ads with low information can have faster pacing than more Global, 2013-2016. An example case study showing this
19
complex ads with high information. For more complex ads, allow 2-3 seconds insight: Campbell Soup’s “It’s Amazing What Soup Can
between each scene. Do”, US, 2010.
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
insight: Ad Council’s Retirement Research, US, 2018.
speaking directly to camera -- may disproportionately influence behavior.

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.
insight: Mars’ Digital Ad Effectiveness Study, US, 2018.
Integrating your brand or product early helps orient the viewer and allow more fluid Based off of Nielsen Neuro’s database of 6,000 ads,
24 processing, which helps increase engagement. Multisensory experiences (visual & Global, 2013-2016; Video Ad-Cross Platform Research,
audio) increases potential to build brand-related associations in the consumer’s mind. US, 2017.

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Research Sources
Slide Claim Source

Brand assets, such as emblems, logos, spokespeople, characters, taglines, colors and
jingles are powerful drivers of brand associations and competitor differentiation.
insight: Lowe’s “The Moment”, US, 2016.

Patterns of tension and release in storytelling (e.g., suspense-resolution,
setup-punchline) can help foster strong emotional motivation.
insight: Ad Council’s “Forest Fire Prevention”, US, 2015.

Leverage celebrities’ status. Including a familiar spokesperson can signal the
advertised product, service, or activity carries a low risk from a social perspective
insight: Toyota’s Spokesperson Evaluation, US, 2018.
Text cards that convey additional information or connect gaps in the storyline are a Based off of Nielsen Neuro’s database of 6,000 ads,
35 useful device. Integrating brand cues like font, taglines and colors can help drive Global, 2013-2016. An example case study showing this
brand association. insight: Ad Council’s Retirement Research, US, 2018.
Creating a sense of scarcity or limited time offers tends to pique interest and increase Based off of Nielsen Neuro’s database of 6,000 ads,
36
perceived value. Global, 2013-2016.

CTAs that mention a specific action to take (e.g., “Book now”) perform better than Global, 2013-2016. An example case study showing this
38
more generic actions (e.g., “Learn more”) insight: Ad Council’s Pet Adoption Program Research,
US, 2013.
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Part of WPP -- the world’s largest marketing ● Second largest marketing insights company in the world
communications group -- Kantar specializes ● Work with over half of the world’s Fortune 500
companies
in market and consumer insights, consultancy ● Conducted brand and communications research for 92
and data investment management. Kantar is of the world’s largest 100 advertisers.
a world-recognized leader in advertising ● Track 96% of all global advertising spend across all
effectiveness, creative measurement and media types
brand strategy:
KANTAR WEBSITE

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Research Sources
Slide Claim Source
Source: Kantar, Google Attention Research Findings

Focusing on people can increase a viewer’s expressiveness (i.e., an emotional
2018, Database Meta Analysis, Source: MB Link
18 reaction, gauged by facial expression) as they see an ad. This increase in
Database (>15,000 ads), Global, Database contains facial
expressiveness is tied to cross funnel campaign improvement.
coding results for all ads considered.
Source: Kantar, 7 tips for digital publication, Zappi Store,

26 Brand logos presented within the first 5 seconds are most effective.
Nov 2017, Global Meta Analysis.
Source: Kantar, Google Attention Research Findings

Humor improves ad receptivity among both genders more than any other creative 2018, Database Meta Analysis, Source: MB Link
31
element. Database (>15,000 ads), Global, Database contains facial
coding results for all ads considered.
Source: Analysis of Kantar Millward Brown Link for Digital

37 Clear, concise CTAs drive impact. Norms database, Global, 2017, Database Meta analysis,
Database contains >9,000 digital ads.

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Attract
Frame
Use tight framing on the subject,
whether its a product or a person
Tightly-framed shots of Clearly showing the person or

people or product at the product and using non-obscure
beginning of an ad drive angles make it easier for the
upper and mid funnel brain to process and sustain
engagement. GO BACK TO PRESENTATION

Marketing Objective
A B C D
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 3 shots in the first 5 seconds
scene. GO BACK TO PRESENTATION

Marketing Objective
A B C D
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 -- GO BACK TO PRESENTATION
Hero
may disproportionately influence behavior.

Marketing Objective
A B C D
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.

Marketing Objective
Brand

A B C D
Brand
Introduce
Introducing your product or brand in the
first 5 seconds is positively correlated
with all brand metrics
Integrating your brand or product early helps orient the viewer and
allow more fluid processing, which helps increase engagement.
Multisensory experiences (visual & audio) increases potential to
build brand-related associations in the consumer’s mind.
Ad Recall: Use visual OR audio cues

Consideration & Purchase Intent: Use visual AND audio together works best.

Marketing Objective
A B C D
Brand
Reinforce
Logo placement matters -- and the most effective
placement depends on your marketing objective.
Brand logos presented within the first 2-3

seconds are most effective
Ad Recall: Integrating logo into story or featuring

on product itself are positive factors.
Consideration: Integrate your logo as a super, text
overlay or persistent watermark. GO BACK TO PRESENTATION

Marketing Objective
A B C D
Brand
Differentiate
Show visuals and colors unique to your brand.
Emblems, logos, spokespeople, characters, taglines,

colors and jingles are powerful drivers of brand
associations and competitor differentiation.
Ad Recall & Consideration: Personification works.

Let your brand mascot tell your story.
Brand Interest: Integrate colors strongly associated
with your brand.

Marketing Objective
A B C D
Brand
Mention
Audio mentions of your brand by people
on-screen are associated with better results
than audio mentions by people off-screen.

Marketing Objective
Connect

A B C D
Connect
Integrate
Use function and emotion as levers that work
together -- or independently -- to engage
viewers. Functional storytelling works!
Ad Recall, Consideration & Purchase Intent: Functional

messages -- i.e., messages that convey tangible, observable or
measurable benefit -- are a positive factor for all brand metrics.
Ad Recall & Consideration: Delivering a functional message

and conveying the emotion evoked by using the brand/product
is also associated with better upper and mid-funnel metrics

Marketing Objective
A B C D
Connect
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
Suspense is a positive foster strong emotional GO BACK TO PRESENTATION
driver of lift across funnel motivation.

Marketing Objective
A B C D
Connect
Associate
Make people core to the story. People help hook
viewers in an ad’s opening moments and
facilitate connection. Celebrities and influencers
are associated with better results across brand
metrics. Everyday “people like me” are associated
with better results on Purchase Intent.
Leverage celebrities’ status. Including a familiar

spokesperson can signal the advertised product,
service, or activity carries a low risk from a social GO BACK TO PRESENTATION
perspective.

Marketing Objective
Direct

A B C D
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.

Marketing Objective
A B C D
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.

Marketing Objective
A B C D
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.,
“Learn more”) GO BACK TO PRESENTATION

Marketing Objective

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To get the full interactive experience, please make sure

Google Confidential & Proprietary 1

Google Confidential & Proprietary

What’s new with ABCD 2.0?

Google Confidential & Proprietary 3

Percent sales contribution

Why does 15%

Because good creative is good for business

53% Ad Recall lift

Driving results 50% Consideration lift

According to Ipsos, when we optimize

What did we learn in 2.0?

Google Confidential & Proprietary 6

How did the research work?

Google Confidential & Proprietary 7

This research focused on

Narrative Message Audio Visuals People Framing Pacing

Google Confidential & Proprietary 8

Which brand metrics

Awareness Consideration Action

Ad Recall, Consideration and Purchase Ad Recall Consideration Purchase Intent

Intent. Particularly interesting nuances

Google Confidential & Proprietary 9

Fundamentals of creating for YouTube

Build for attention Build for sound on Build for mobile

Source: Google Internal Data, Global, Sep 2018.

Google Confidential & Proprietary

Attract Brand Connect Direct

Google Confidential & Proprietary 12

Google Confidential & Proprietary

Frame Pace Humanize Surprise

Google Confidential & Proprietary 14

Focusing on people can increase a Clearly showing the person or

SEE ANOTHER EXAMPLE

Google Confidential & Proprietary 15

Scene changes support engagement if the rate of

Google Confidential & Proprietary 16

Faces attract immediate attention, heighten emotional motivation and

Google Confidential & Proprietary 17

Visual imagery that makes consumers think (i.e.

SEE ANOTHER EXAMPLE

Google Confidential & Proprietary 18

Google Confidential & Proprietary

Introduce Mention Reinforce Differentiate

Google Confidential & Proprietary 20

Use visual OR audio cues.

Introducing your product or brand in the

Multisensory experiences (visual & audio) increases potential to

Google Confidential & Proprietary 21

SEE ANOTHER EXAMPLE

Google Confidential & Proprietary 22

Integrating logo into story

Logo placement matters -- and the most effective

Google Confidential & Proprietary 23

Personiﬁcation works. Let your

Show visuals and colors unique to your brand.

Brand assets, such as emblems, logos, spokespeople,

Google Confidential & Proprietary 24

Google Confidential & Proprietary

Integrate Engage Associate

Google Confidential & Proprietary 26

Functional messages -- i.e.,