Skip to Content

Creative Effectiveness

Creative is one of the most effective levers driving differentiation and ROI via changing consumer behavior, AI advancements, macroeconomic pressures, and growth of user expression. Learn from experts and our creative effectiveness research on YouTube about how to make your ad creative work harder.

New ideas from Cannes 2023

Explore the latest ideas from the Cannes Lions International Festival of Creativity, from ways companies can support the LGBTQ+ community to novel creative use cases for AI.

Perspectives on creative effectiveness

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

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.