Growing ROI with YouTube ABCDs Creative Effectiveness Guidelines
Creative is the dominant ROI driver across all media platforms according to Nielsen Catalina Solutions: creative 49%, media 36%, and brand 15%. However, creative is challenging to measure. The speakers provided an ABCD insights framework for building effective ads on YouTube based on the key creative elements that drive sales as proven by Google’s partner, Nielsen.
- Attention: Hook viewers and sustain attention with an immersive story.
- Branding: Brand early, often, and richly.
- Connection: Help consumers think or feel something.
- Direction: Ask consumers to take action. Call-to-action has a disproportionate impact.