What do ads that deliver results on YouTube have in common? Four basic principles that marketers can use, known as the ABCDs (Attract, Brand, Connect and Direct).
How to create effective ads
Creating an ad means making a lot of decisions, big and small. This creative or that one? Cut here or there? How do we approach the content and the storytelling? If we keep 4 simple principles in mind while creating it, we’re more likely to reach our marketing goals.
The ABCD principles are not a formula for coming up with creative ideas. But studies show that video creatives, from concept to execution, are the main drivers of a campaign’s effectiveness and return on investment (ROI). In other words, the execution of advertising creative is just as important as the idea. So when you have a great idea, the ABCD principles can help you bring it to life on YouTube in the most effective way.
On average, ads that follow the ABCD principles are 30% more likely to drive short-term sales and to increase long-term brand contribution by 17%
A = Attract: grab your audience’s attention
Start big! Good ads work hard to grab attention from the very beginning. There are plenty of ways to do it, of course. For example, the ad can start in the middle of the action or with a close-up. Sound elements such as music, voice-overs and effects create a full sensory experience that captures users’ attention.
Think about color and contrast to make sure your visuals are bright and strong. Play with bold visual elements at the start of your ad to create an opening that turns heads.
B = Brand: apply integrated branding strategies early and often
Whether through product shots or packaging, brand elements in the recording studio, voice-overs or music, work your business’s identity into the story. YouTube is an experience where there is almost always sound, so take advantage of the platform’s multisensory nature for greater impact.
C = Connect: get your audience to think or feel something
Don’t treat users as passive viewers. Work to inform, inspire or entertain them. Humanize the story so they can relate to it. Use emotional devices and storytelling techniques such as humor and surprise, but don’t overcomplicate the ad. Keep the message focused while you connect with them.
D = Direct: ask them to take action
Finally, with clear, simple instructions about what to do next, people are more likely to respond to your ad the way you want. A written call to action, graphics, audio or even a scene from the story can help you guide them. Here, we cover a few techniques for turning interested viewers into active customers.
Improve your ad even more with goal-focused YouTube ABCDs
Simply following these general YouTube principles allowed us to create a quite different ad, so imagine everything you can achieve by optimizing it for specific marketing goals. Whether your goal is to build awareness, improve consideration or drive action, using the version of ABCD tailored to your goal can help you create a more effective ad.
Source: Think with Google.
