YouTube’s ABCD framework for YouTube ads
YouTube have released a very handy guide to help you structure your video ads too;
Attract attention from the very beginning. You want to hook in the audience and make them continue watching. We recommend you do this within 3 seconds, any longer and people will be looming over that skip button.
Introduce your brand in a subtle way, ideally not through full screen overlays as it will not only disrupt the flow but take up valuable time. So, your challenge is to be clever and weave your branding into the story, if possible.
Have a think about how you will keep viewers watching. Will you use humour and emotional storytelling or utilise the power of audio to deliver informative content that they will find interesting?
Make sure you have a clear call to action. You’ll be surprised how easily this is left out! Do you want viewers to visit your site? Buy your product? Or just remember you?
What to remember
- Use data where possible
- Know your audience
- Think digital-first
- It’s easy when you follow ABCD
We all know in today’s world that our attention span towards advertising is shorter than ever and yet the volume of ads we’re exposed to on a daily basis is ever increasing. One area that has seen major growth in the advertising world is video. And so, YouTube video ads were born.
This blog post will give you a peak into how we create YouTube ads that not only reach the right audience in the right context, but ultimately give you your desired outcome as well.
At Merkle, we call this smarter creative.
Merkle’s approach to creating a successful YouTube ad
For us, it always starts with the data. What have you done before and how well did it work? What about your competitors? This will give you an insight into what makes your audience tick.
Sites like Google Trends and Think with Google are also great ways of gathering quick information about specific verticals and learning about what people are searching for and when. These bite size nuggets of information can be worth their weight in gold when it comes to your ads performing well.
Obvious to most but executed by few. Make sure you tailor your video ads for your target audience in a ‘digital-first’ approach. This means not trying to cut down existing assets that you may have used for TV but shooting and editing with YouTube in mind from the very beginning.
Make sure to think about context too; what device are they most likely to use? What time of day? Where are they in the funnel stage? These factors will determine your approach.