Skip to Content

Creative Effectiveness

What makes a piece of creative advertising effective? Often the answer is a combination of elements. Getting the mix right takes an understanding of some simple principles and tactics. Find out what we’ve learned about creative effectiveness on YouTube from our research, and hear from experts on how you can make your advertising creative work harder.

Celebrating creative excellence

See what’s top of mind for Google at this year’s Cannes Lions International Festival of Creativity, including brand purpose, accessible marketing, and the latest in creative effectiveness.

Crafting effective creative for YouTube with the ABCDs

Drawn from an extensive study of YouTube ads, the ABCDs are best practices for building effective advertising creative on YouTube. See how they can optimize your ad and help you achieve specific marketing objectives like awareness, consideration, and action.

Perspectives on creative effectiveness

Hear from industry experts on the importance of understanding and building for creative effectiveness. Discover key principles to incorporate into your work, and learn about new, innovative storytelling techniques.