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How can you create video ads to maximize effectiveness on YouTube?

Cut your TV spot into :30 and :15 video ads

Build from the ground up rather than modifying your TV spot

Repurpose your TV spots on YouTube – it’s all video

Rebuild your TV spots into :30, :15 and :06 video ads

__________

Which demonstrates the “Connect” principle in the ABCDs?

Include a call to action (CTA)

Integrate your brand in natural usage in the first five seconds

Frontload the story arc

Consider quick cuts to keep the energy up

__________

Your client’s main goal is to drive ad recall. Which creative consideration for Bumper ads supports these goals?

Brand toward the end of the ad

Moderate pacing–not too fast and not too slow

Include supers and voiceovers to reinforce your brand

Break the fourth wall–include a familiar face speaking directly to the camera

__________

How have Bumper ads performed in Google-run studies?

They are effective in increasing ad recall only when consumers see multiple bumpers

They are effective on their own at driving ad recall and brand lift

They are less effective than longer form ads on YouTube

They reach the same people as TrueView campaigns

__________

According to Ipsos eye-tracking research, approximately how much TV advertising goes unseen?

25%

55%

40%

70%

__________

Which demonstrates the “Attract” principle in the ABCDs?

Have talent speak directly to camera

Build suspense by keeping the viewer in the dark until the end of the video ad

Show familiar faces at the beginning of your video

Show the brand in natural usage

__________

How can you produce video ads to perform well on YouTube?

Frame tightly and pace moderately

Frame widely and pace moderately

Frame widely and pace quickly

Frame tightly and pace quickly

__________

Which story arc can be the most impactful on YouTube?

A traditional story arc works best on YouTube – what works on TV, works on YouTube

An attention-grabbing opening and quick pacing

A shot of your brand up-front, then telling your story

A lead-in, build, big reveal, and offer

__________

Which YouTube storytelling technique describes when a video ad changes based on viewers’ behavior?

The follow-up

Tease, amplify, echo

The mini-series

The direct shot

__________

According to Deloitte’s Digital Democracy Survey, approximately how many millennials and Gen Zers are bingeing content weekly.?

25%

70%

10%

40%

__________

What can Brand Lift measure?

View-through rate, watch time and drop-off percentage

Impressions, clicks and reach

Whichever metrics matter to your client

Brand awareness, ad recall and consideration

__________

Which demonstrates the “Brand” principle in the ABCDs?

Focus on framing

Include a call to action (CTA)

Frontload the story arc

Use natural, on-product integrations versus using forced logos or supers

__________

Which demonstrates the “Direct” principle in the ABCDs?

Include brand or product name in voiceover

Consider quick cuts to keep the energy up

Frontload the story arc

Use YouTube’s interactive platform features to invite viewers to visit your website, watch another video, or subscribe to your channel

__________

Your client is an online car marketplace. Which targeting type can help your client’s campaign reach people in the car buying process?

In-market audiences

Custom affinity audiences

Life Events

Consumer patterns

__________

Which is a best practice for creating effective Bumper ads?

Don’t include branding

Cut down your :30 TV spot

Budget time to establish the ad—and stick the landing

Do not include sound

__________

Which targeting type can help your client reach consumers who frequent department stores?

Custom affinity audiences

In-market audiences

Consumer patterns

Life Events

__________

To validate a campaign idea, which tool can be used to explore popular search queries?

Google Trends

Google Surveys

Think with Google

Google Signals

__________

In the “Tease, amplify, echo” approach, what role does a piece of long-form content serve?

Segmenting your story

Teasing your audience

Echoing your message

Amplifying your message

__________

Which report shows how long a video was watched in aggregate?

Audience report

Watch time report

Analytics report

Audience retention report

__________

Which report shows how long a video keeps its audience?

Demographics report

Watch time report

Audience retention report

Audience report

__________

How can you validate a specific assumption about your audience?

Review YouTube Analytics watchtime report

Run a Google Survey

Explore Think with Google articles

Dive into Google Trends

__________

Which report provides insight into the many ways viewers find videos?

Traffic sources report

Demographics report

Analytics report

Audience report

__________

Which demonstrates the “Brand” principle in the ABCDs?

Using tightly cropped shots of key people or products

Integrate your brand in natural usage in the first five seconds

Use friendly, relatable, and recognizable people

Include a call to action (CTA)

__________

Which is a best practice for creating effective Bumper ads?

Don’t include branding

Cut down your :30 TV spot

Build a single Bumper ad to convey your entire message

Focus on a single product, feature, or brand message

__________

Which demonstrates the “Connect” principle in the ABCDs?

Include a call to action (CTA)

Speak directly to viewers by breaking the fourth wall

Frontload the story arc

Integrate your brand in natural usage in the first five seconds

__________

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