What is it?
ABCD is YouTube’s data backed guide to creating high performance video creative.
YouTube conducted research on thousands of ads, forming the framework Attract, Brand, Connect and Direct.
It explains how to create more effective video by optimising narrative structure, audiovisual elements and branding.
ABCD acts as the foundation for planning video campaigns, from brief stage all the way through to post-production.
Why is it important?
Ad creative in general is the most important driver of campaign effectiveness. And in reference to video, Google say that 70% of viewers have bought from a brand after seeing it on YouTube.
With this in mind, you need to ensure your video production approach meets the best practice for the channel it will be run on. Not doing this could mean your video creative performs ineffectively, and could lead to you not getting the ROI you hoped for.
What to do next?
If you have video assets, speak to your media manager about the performance of them to see if there is any opportunity to optimise.
Read YouTube’s ABCD guidelines to view the framework in full.
Feed the guidelines into any upcoming video brief you create for your creative production team.
If you need any further assistance on video optimisation for YouTube
(or other channels), please get in touch with one of our team.
