How To Make A YouTube Ad

HOW TO MAKE A You Tube AD Remember when ads used to be short, direct and informational? Fight Tooth Decay COLGATE HTAL ENEA ARB PALMOLIVE CLEAN Help Stop Bad Breath Go to work on an egg WELL, THINGS HAVE CHANGED! 1 GO LONG AVERAGE DURATION CONVENTIONAL AD 11 30 SECONDS YOUTUBE LEADERBOARD AD II 111 2 MINUTES, 1 SECOND THE ONLINE AD 'AMAZING PHIL' (FOR BLACKBERRY) IS OVER 7 MINUTES LONG. 2 AIM FOR THE HEART Rather than just delivering a message, the best online ads make people feel. THIS AD MADE ME FEEL... 51 40 41 33 29 22 SURPRISED EXCITED INSPIRED AVERAGE AD' AVERAGE YOUTUBE LEADERBOARD AD 3 AIM FOR THE HEAD Rather than just presenting information, the best online ads make people think. I THOUGHT THIS AD WAS... 68 62 61 40 44 41 INTERESTING UNIQUE INVOLVING AVERAGE AD' AVERAGE YOUTUBE LEADERBOARD AD 4 UNDERSTAND HOW STORIES ARE TOLD ONLINE People online consume content in a non-linear, episodic way and they are used to being part of the story themselves. The best ads get this. CONVENTIONAL TV AD AVERAGE YOUTUBE LEADERBOARD AD TELLS LONGER STORIES IN MULTIPLE EPISODES (e.g. Volvo's Commuter Hijack') Fhe End ta be cantinued TELLS ONE STORY ENCOURAGES MEMBERS OF THE O-0 PUBLIC TO JOIN IN OR INTERACT (e.g. Kellogg's 'Krave challenge') USES ACTORS CONTAINS EXTRA FEATURES, SUCH AS 'MAKING OF' VIDEOS (e.g. Dove Sketches' individual stories) IS SELF-CONTAINED 5 BE UPFRONT ABOUT YOUR BRAND Most sites on the internet contain ads. Branding does not seem to be disruptive for people watching ads online. THE AVERAGE YOUTUBE LEADERBOARD AD HAS... THE THE THE BRAND NAME BRAND BRAND NAME PRESENT LOGO IN VIDEO 96% 91% 74% CONCLUSION IF YOU'RE MAKING A YOUTUBE AD ASK YOURSELF: BRAND HAVE I GIVEN MY STORY SPACE TO BREATHE? IS MY STORY INTERESTING, AMI TELLING A STORY HAVE I MADE IT CLEAR UNIQUE AND EMOTIONALLY THAT WORKS ONLINE? WHAT MY BRAND IS? ENGAGING? 1. THE MILLWARD BROWN NORM FOR ALL ADS ON ITS DATABASE THE YOUTUBE ADS LEADERBOARD CELEBRATES THE MOST SUCCESSFUL YOUTUBE ADS EACH MONTH. WE PARTNERED WITH MILLWARD BROWN TO LOOK AT WHAT MADE THESE ADS SUCCESSFUL AND TO IDENTIFY COMMON ATTRIBUTES ACROSS ADS.