Chapter 6
Ad Creative Fundamentals
IN THIS CHAPTER
Comparing the differences between YouTube and TV ad creative
Developing your marketing messages and gathering your assets
Uncovering the secrets of effective ads
Developing a testing methodology
In this chapter, you explore how the most effective advertising creative on YouTube is different from the conventions of TV advertising, with different story arcs and techniques to engage the viewer. You gather the key components needed to create your advertising creative, including your marketing messages and your brand assets.
You also discover the four key guidelines to consider when making an effective YouTube ad, including how you grab the attention of your audience and ensure that they act after seeing your ad. Lastly, you explore approaches to testing your video ad creative so that you can ensure that you’re constantly iterating and improving your marketing campaigns.
YouTube Is Not TV
A common misconception amongst advertisers first approaching the YouTube platform is that because it’s video, it works the same as TV, and as a result, ...
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