cut for mobile win the first :05

recut :30 -fast pacing

to :15 -close crops strong call to
action

YouTube explainer story arc

w vs tell
branding

sh o
Creative that
Drives Action frontloa
move offer/promo
d

A guide design & editing to :08 and :17 narration

‘TrueView for action’ video ads
move t
he
feature/benefits
solution 1)
ement
problem stat :05
:03 2)
3)
This is a
full sight, sound & motion
YOUR
creative space CREATIVE
for you to explain and show off HERE Skip ad
your business
YOUR BRAND
ad YOUR WEBSITE
BUY NOW

SUBSCRIBE
while also giving
TAKE ACTION
viewers a way to
Creative drives campaign performance
13%
50% 35%

15%
49% 36%

2X

3X

comScore ARS Global Validation Summary, comScore, October 2010

Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017
YouTube is a unique opportunity for
your creative to reach people when
they’re leaning in to pay attention.

95% 95%
video ad viewability video ad audibility

Viewers are watching with sight, sound, and

motion -- expect them to see your video ad
on-screen and with the audio on.
Let’s optimize your creative to thrive in this moment

Viewers have a skip button

TrueView for action ads give viewers choice to skip after 5 seconds,
which rewards ads that capture attention right away.
YOUR
CREATIVE Viewers can take action immediately BUY NOW

HERE Skip ad
TrueView for action ads have a customizable button that lets viewers
click and take action. So, have a clear call-to-action.

your
icon
Your brand
BUY NOW Viewers have intent to buy
yourwebsite.com

With signals from across Google Search, Maps, and more, you can
reach audiences on YouTube who are already searching for what you
sell or are likely to buy based on shopping patterns and life stage.

Viewers have sight and sound

95% of YouTube video ads play in-view and with sound on.
Effective ads on YouTube do 4 things well...
Data-driven meta analysis of top performing ads on YouTube reveals four key attributes:

A ATTRACT: Open with impact; have a hook!

B BRAND naturally and intentionally.

C CONNECT: Hold attention w/ emotion, audio, pacing.

Skip ad

D DIRECT: Be clear on what the audience should do.

 These ads follow the Emerging Digital Story Arc
Effective YouTube creative starts strong & stays strong instead of a slow build

Climax/Big reveal

Offer/resolution
Start high

Traditional Story Arc

Maintain
connection
More product
The ‘Emerging demonstration/
Digital Story Arc’ explanation for
those who want it

Attract Brand Connect Direct Optional Bonus Content

 Ads built to drive action follow this story arc, too
They show + tell how the product solves a problem and what makes it great

Climax/Big reveal
introduce my
lution
brand as so
Offer/resolution
Start high offer / deal / p
romotion
problem + call-to-action
statement Maintain
connection
More product
The ‘Emerging explain benefits demonstration/
+ features
Digital Story Arc’ explanation for
those who want it
for driving action
Attract Brand Connect Direct Optional Bonus Content
Here’s an example -- this is a classic ‘Explainer’ ad
Lemonade Insurance https://www.youtube.com/watch?v=3oPnOW-WoCM

Problem Statement Solution Statement Explain features/benefits Call to Action

“Old insurance “But Lemonade “low premiums, fast “Get Lemonade

kinda sucks…” is different…” claims, powered by A.I.” today...”

Production styles: Commonly used verticals: When to use:

Many Explainer ads are ‘The Explainer’ can be used to explain any product Are you reaching audiences that
executed with animation or service. It’s often used for new technologies may need your product but don’t
plus voiceover, on-screen and innovative solutions to old problems - like yet know why? Drive action by
personalities, or customer subscription services, apps, lifestyle/productivity explaining the use case/rationale for
testimonials. tools, financial services, specialty retail. what your sell and why it works.
 In addition to the ‘Explainer,’ there are two other common
variations of the direct response story arc
‘THE EXPLAINER’ ‘THE PRODUCT DEMO’ ‘THE STRAIGHT OFFER’
Introduce product Lead by showing off
as solution product heroically

Make offer and Make offer + Lead with offer

Call-to-Action Call-to-Action + Call-to-Action
Problem
statement
Continue More for
Explain More for More for
demonstrating benefits those who
benefits/features those who those who No need to explain
want it Skip the problem want it or demonstrate the want it
statement; make people product or solution
want it by seeing it

This classic approach relies on a strong No need for a problem statement -- this This approach is ‘all offer.’ The product
problem statement to set up the product approach makes you want it by showing doesn’t need much introduction -- make
as the solution and explain its benefits. off the product heroically from the start. people click with a compelling offer/deal.
Here’s an example of a ‘Product Demo’ ad
Vichy Italia www.youtube.com/watch?v=1k3Hfhepdl8

Introduce Product Continue demonstrating feature & benefits Call to Action

Heroic Model demonstrating Value claims Repeat branding +

product shot product (“hydrating, bright…”) drive to website

Production styles: Commonly used verticals: When to use:

Many Product Demo ads Product Demo ads are often used for Is the best way to create desire for
are executed with live low/medium-consideration products where your product simply showing how
product footage or the need/use case is obvious upon seeing the amazing it looks or works? Drive
product photography and product in context -- like CPG, beauty, fashion action by showcasing your products
bold text/graphics. retail, consumer electronics, home goods. best features and benefits.
Here’s an example of a ‘Straight Offer’ ad
Sendo www.youtube.com/watch?v=BPWyj5PhCM0

Lead with Offer/Sale/Promotion More for those who want it

50% off Super Show specific Disappointed people Happy people

promotion Jan 12 products on sale missing the sale shopping the sale

Production styles: Commonly used verticals: When to use:

Many Straight Offer ads Straight Offer ads are often used for Do you have a seasonal sale or
use text/graphic overlays products that don’t require much explanation ongoing promotion? Drive action
to communicate the offer. or demonstration, or for brands that are simply by presenting viewers with a
Many are short, sweet, already well-known -- like retail/shopping clear, direct, and enticing offer,
and to the point. platforms, home goods, travel deals, etc. sale, discount or coupon code.
Remember to build for small mobile screens
do this not this

Simple edits can yield significant increase in performance:

TEXT
[text]
[text]
Fast cuts & pacing (can a :30 become a :20 or :15?)
Bright footage (show up on dim phone screens)
Close cropping (zoom in on faces & key details)
Big text/graphics (stand out on small screens)
Close cropping is especially important, and easy
The Unskippable Experiments team found that this edited creative performed +15% better (according to the client’s
brand metrics). Consider zooming in, especially on faces, to make the footage pop on small screens.

0:05 0:07 0:22

 Here’s the best place to put graphics/text; full specs here

Visit advertiser Avoid top right

(“Visit advertiser”

Best place
to add
superimposed
graphics & text

Avoid lower BUY NOW Skip ad Avoid lower

left corner right corner
(call-to-action overlay) (skip button)
0:06/0:18 CC

Avoid bottom strip (player controls appear when ad shows on desktop)

Overall guiding principles to keep in mind

Clear Call-to-Action Win the first :05 Short & sweet & fast Make it for mobile
Be very direct on Viewers can skip. Respect viewers’ The majority of ad
what people should Earn their attention attention spans with views on YouTube are
do to take action. upfront -- whether it’s quick cuts and fast on mobile. Simple
Consider repeating in by being entertaining, pacing that leaves edits like close crops,
voiceover, baked-in introducing a problem, people wanting more, big text/graphics,
graphics, and your ad or showing an offer. not wanting to skip. bright footage and
overlays. The Offer Don’t make them wait Try cutting :30 into fast cuts make stand
moment matters! for the good stuff. :15 and :15 into :12, or out and perform
And remember to use at least frontloading better on small
sight AND sound. your message. screens.
YouTube Creative Scorecard
Does your creative function
as a direct-response ad?
Establishes need for the product
(problem statement) If necessary
Introduces the product heroically
as a desirable solution
Explains and/or demonstrates key
features & benefits of the product
Has a direct, specific call-to-action
and offer/deal/promotion
Is your creative optimized for a
leaned-in mobile environment?
Wins the first 5 seconds;
attracts attention from the start
Branding is authentic and natural
Fast pacing/rhythm/cuts;
appropriate length
Close cropping & bright footage
Super-graphics/text are big
and well-positioned in the frame
FAQ: how do I deliver the call-to-action?

The TrueView for Action ad format you’ll be using

automatically generates two clickable buttons:
An auto-generated end-card shows for 5 seconds upon completion of video ad
Call-to-action button persists within or below video throughout
(Note: blue button text is customizable -- 10 char max)

In addition, make sure to include a specific call-to-action

in your creative itself. Tell viewers exactly what to do.
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grammarly.com

Many effective videos repeat the CTA multiple ways.

TEXT
and captions
voiceover graphics
FAQ: how often should I refresh my creative?

Many advertisers create just one video ad and use it for months or longer to reach
and convert new customers.
YouTube for Action campaigns use audience strategies that reach new, refreshed audiences
on an ongoing basis. For example, Custom Intent Audiences will automatically refresh with
new audiences that have recently searched Google.com for your keywords.

Keeping your message fresh over time is encouraged if you plan to speak to the same
audiences over and over. You should also plan to update any time-based offers, deals or
promotions as they change.