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Think with Google presents: Lightning Lessons, in partnership with Unskippable Labs.
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The Unskippable Labs team was created to help advertisers make better video ads.
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They do this by running experiments with video content on YouTube.
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A lot of advertisers ask “How can I change my ads to make them more effective?”
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The team thinks about creative optimisation across four key areas:
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Narrative Structure,
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Tuning for Audience,
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and Creative Systems.
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Evolving Visual Language in your ads,
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especially for mobile devices, can boost your ad’s impact.
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This can be done with:
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the use of Large Type Supers,
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and Bright, High Contrast Colors.
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These small tweaks could result in improvements ranging from 10% to 15%
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in ad recall and favorability.
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Just with a little editing.
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The second opportunity is Narrative Structure.
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Viewers are swimming in a sea of content, making attention harder to capture.
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So how do you make your content wow?
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Start off high to grab attention, and then pulse the story along like a heartbeat,
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adding in changes of perspective and unexpected shifts of direction to hold a viewer’s interest.
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The third opportunity is Tuning for Audience.
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If you want your audience to tune into you, it’s important to understand how to tune into them.
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By understanding your customer’s evolving behavior,
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you can make creative choices that reflect their interests and passions,
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keeping them connected to what they care about.
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And that will significantly improve creative response.
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And that brings us to Creative Systems.
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Explore sequencing your ads in different ways to capture and keep the viewer's attention.
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Experiment with six-second, thirty-second, or three-minute ads.
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Finding the right mix of formats and forms can make all the difference, taking viewers deeper into your story.
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Adapting to viewer behavior is an exciting challenge because there’s always something new to learn in the language of advertising.
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And this means the only way to stay relevant is to experiment. All. The. Time.
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To learn more about Unskippable Labs, visit ThinkwithGoogle.com.
