Johannes Helms and Rico Gade work on Google’s Creative Works team. They help brands around the world improve their business results with YouTube.
Making a YouTube ad requires many creative decisions, from key messaging to talent scouting, and set design.
To help advertisers make these decisions with more ease, we reviewed thousands of ads and came up with the ABCD principles: data-backed creative guidelines to ensure your video ads are optimised for driving Attention, Branding, Connection, and Direction.
The ABCD principles are applicable throughout the entire production process, from pre-production, to on-set, to editing mode. The ABCDs can help you make better creative choices at every step.
We’ve created a handy production guide with a host of practical YouTube ad tips to consider, including:
- Break the fourth wall to connect with your audiences directly. Look into the camera when filming, so that the audience will feel like you’re speaking to them.
- Let brand colours and identity inform your props, set, and wardrobe. Bring the branded experience to life through subtle yet consistent nods to your visual identity.
- Capture your talent demonstrating the action you want people to take. If the desired action is for the audience to visit the website, include footage of your talent doing the same.
- Construct your video ad with audio in mind. 95% of YouTube videos have sound, so ask yourself how audio can help capture more viewer attention.