Embrace creative tests


As it becomes easier for consumers to skip, ignore, or block ads, employing creative tests to understand how ad quality impacts sales, purchase intent, and ROI have become even more critical. Some key findings from Carat’s use of Google’s Video Experiment tool were:



Videos touting the “softness” of products drove 6.9% higher purchase consideration among women.


Creative featuring the product as “premium” drove 6.1% higher purchase consideration among men and drove the highest lift (6.3%) in overall purchase consideration among all audience demographics.


From a frequency perspective, exposing a viewer to an ad twice drove the highest lift in purchase consideration and brand-lift results were strongest across mobile devices.


Actionable testing results like these are only a snapshot of what is available when brands make experimentation a part of their process.



Think like a creator


Ad spending is not just to show up at the right place and right time, it is also a great opportunity to further engage with viewers by showing up as a creator. Dentsu and YouTube developed Project Green Screen, a program that educates, inspires, and empowers brand marketers to develop content much like a YouTube creator would. Some of the key points they emphasize are:




YouTube is a relationship platform. A certain level of commitment is needed to develop and produce effective content and ensure ongoing engagement with fans and commenters.


To create authentic relationships, a brand’s YouTube content must be aligned and deeply consistent with its values. This also plays into collaborating with the right creators in the right way.

Content SEO and discoverability are huge components to the success of winning in video. It’s crucial for brands to dig into audience insights and trends to inform content themes, creator partners, in-market opportunities, demographic impacts, and more.