Notes from documentation and personal tips for documentation.
Video Ad Formats
In my opinion, the most effective video ad format is the in-feed video. In-feed video ads are designed to promote video content in discovery areas, such as alongside related YouTube videos, within YouTube search results, or on the YouTube homepage. These ads can be utilized for various marketing objectives and are particularly effective for enhancing brand or product consideration, as well as for boosting online sales or lead generation. For more information, refer to this video.
https://www.thinkwithgoogle.com/marketing-strategies/video/youtube-video-ad-formats/
In-feed video ads are of utmost importance
Utilize in-feed video ads to showcase your video content in areas where users discover new content. This includes placement next to related YouTube videos, within YouTube search results, or on the YouTube mobile homepage.
How does this ad format function?
In-feed video ads are composed of a thumbnail image from your video accompanied by some text. Although the size and appearance of the ad may vary based on its location, in-feed video ads consistently encourage viewers to click and watch the video. Upon clicking, the video plays either on the YouTube watch page or on a channel homepage.
Where are these ads displayed?
In-feed video ads are visible in the following locations:
- Within YouTube search results
- Next to related YouTube videos
- On the YouTube mobile homepage
What is the billing method for this ad format?
You will incur charges only when viewers actively choose to watch your ad by clicking on the thumbnail.
What campaign goal should be selected to use this ad format?
- Goals focused on Awareness and Consideration
Additional Note: This ad format can also be used if you opt for Create a campaign without a goal's guidance in Google Ads.
https://support.google.com/google-ads/answer/7041738?_ga=2.250366085.2009570687.1699129466-429533390.1699129320
Optimize Creative Assets Using Best Practices
YouTube's six-second bumper ads play a crucial role in expanding reach and frequency. To quickly create effective bumpers, utilize the Trim video tool (previously known as Bumper Machine). This tool employs machine learning to convert longer videos into multiple six-second bumpers in just minutes. It's designed based on YouTube's ABCD guidelines for impactful ads, ensuring the bumpers are well-optimized for the platform.Incorporating audio, particularly voice-overs, is another ABCD best practice. This enhances brand recognition and message clarity. To leverage YouTube's sound-on environment, you can easily add a voice-over to any ad. Simply input your script, select a voice, and let Google AI handle the creation.
The best videos are often 30 seconds long – concise, powerful, and versatile across various formats, including streaming.
Guide your audience with clear instructions.
Brand Presence: Early, Frequent, and Rich
- Engage Quickly: Dive into your story swiftly, using dynamic pacing and close framing to captivate your audience.
- Support with Audio and Text: Enhance your message with sound and subtitles, avoiding conflicting elements.
- Optimize Visuals: Use bright, high-contrast imagery suitable for all devices.
- Brand Consistency: Introduce and maintain your brand or product presence from the beginning.
- Audio Branding: Pair visual brand elements with audio mentions for a stronger impact.
- Utilize Diverse Branding Elements: Employ a range of branding tools to match your message and goals.
- Humanize Your Story: Including people can make your product story more relatable and engaging.
- Simplify Your Message: Keep your ad's messaging clear and straightforward.
- Emotional Engagement: Use storytelling techniques like humor, surprise, or intrigue to connect with viewers.
- Clear Call to Action (CTA): Direct viewers clearly, specifying the desired action.
- Enhance CTAs with Audio: Use voice-overs to reinforce your CTA, ensuring the next steps are unmistakable.
Links
https://services.google.com/fh/files/misc/en_us_youtube_core_abcds_summary.pdf?_ga=2.44200228.1491304148.1699129466-491855204.1628862662
https://www.thinkwithgoogle.com/future-of-marketing/creativity/youtube-video-ad-creative/?_ga=2.15233078.1491304148.1699129466-491855204.1628862662
Captivate and Maintain Attention with Engaging Storytelling.
Immediately engage viewers by plunging them into your narrative, using compelling audio and visuals to spark their curiosity.
Example: Cheetos (US) instantly immerses viewers in the story of its new Popcorn product, featuring vivid orange fingers and a catchy soundtrack that emphasizes the main message.
1. Dive into the Story Quickly
Focus on reaching the core of your story swiftly. Employ dynamic pacing and close-up shots to attract and hold viewer attention.
Example: Fastrack (IN) quickly engages its audience, maintaining interest with lively visuals that experiment with speed and camera angles.
2. Enhance the Story with Audio and Subtitles
Strengthen your message by combining sound and text, ensuring they complement rather than compete with each other.
Example: Silmäasema (FI) effectively uses text and a corresponding voice-over to guide and enhance viewer comprehension.
3. Use Bright, High-Contrast Visuals
Make sure your visuals are striking and clear across all devices.
Example: Pokémon (JP) employs vivid colors, strong lighting, and contrasting effects to guarantee engagement, even on smaller screens.
Branding Strategies
Consistently and Richly Brand Your Content
Leverage a wide array of branding elements to effectively communicate your identity to the audience.
Example: Ruffles (BR) introduces its brand early in the narrative and keeps it visible throughout, seamlessly incorporating the product into the story.
https://support.google.com/google-ads/answer/9219326?_ga=2.115391110.1491304148.1699129466-491855204.1628862662
https://youtu.be/ldG-hnNaTlQ?si=jMS6RU6qtEKksRf0
https://www.youtube.com/intl/en_us/ads/abcds-of-effective-video-ads/
Captivate and Maintain Attention with Engaging Storytelling.
Immediately engage viewers by plunging them into your narrative, using compelling audio and visuals to spark their curiosity.
Example: Cheetos (US) instantly immerses viewers in the story of its new Popcorn product, featuring vivid orange fingers and a catchy soundtrack that emphasizes the main message.
1. Dive into the Story Quickly
Focus on reaching the core of your story swiftly. Employ dynamic pacing and close-up shots to attract and hold viewer attention.
Example: Fastrack (IN) quickly engages its audience, maintaining interest with lively visuals that experiment with speed and camera angles.
2. Enhance the Story with Audio and Subtitles
Strengthen your message by combining sound and text, ensuring they complement rather than compete with each other.
Example: Silmäasema (FI) effectively uses text and a corresponding voice-over to guide and enhance viewer comprehension.
3. Use Bright, High-Contrast Visuals
Make sure your visuals are striking and clear across all devices.
Example: Pokémon (JP) employs vivid colors, strong lighting, and contrasting effects to guarantee engagement, even on smaller screens.
Branding Strategies
Consistently and Richly Brand Your Content
Leverage a wide array of branding elements to effectively communicate your identity to the audience.
Example: Ruffles (BR) introduces its brand early in the narrative and keeps it visible throughout, seamlessly incorporating the product into the story.
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