Unskippable Labs is a Google initiative to help brands figure out what type of creatives work on YouTube. We team up with brands in APAC to experiment on key questions marketers are asking in our new digital age. What kinds of digital videos resonate with viewers and generate brand impact? How does that compare to what has worked all these years on TV? We think the best way to understand this new landscape in is to experiment: Put creative out there and see what people respond to in meaningful, measurable ways.