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YouTube Creative Essentials Assessment Answers explore creative strategies for telling effective brand stories on YouTube. Hear what works and what doesn’t, directly from the experts. Analyze your videos to see if you captured your audience’s attention.
How can you create video ads to maximize effectiveness on YouTube?
Repurpose your TV spots on YouTube – it’s all video
Cut your TV spot into :30 and :15 video ads
Build from the ground up rather than modifying your TV spot
Rebuild your TV spots into :30, :15 and :06 video ads
Which demonstrates the “Direct” principle in the ABCDs?
Frontload the story arc
Consider quick cuts to keep the energy up
Use YouTube’s interactive platform features to invite viewers to visit your website, watch another video, or subscribe to your channel
Include brand or product name in voiceover
What can Brand Lift measure?
View-through rate, watch time and drop-off percentage
Brand awareness, ad recall and consideration
Whichever metrics matter to your client
Impressions, clicks and reach
How can you produce video ads to perform well on YouTube?
Frame widely and pace quickly
Frame tightly and pace quickly
Frame tightly and pace moderately
Frame widely and pace moderately
Which demonstrates the “Brand” principle in the ABCDs?
Include a call to action (CTA)
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
Which demonstrates the “Brand” principle in the ABCDs?
Use natural, on-product integrations versus using forced logos or supers
Focus on framing
Frontload the story arc
Include a call to action (CTA)
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
Include supers and voiceovers to reinforce your brand
Break the fourth wall–include a familiar face speaking directly to the camera
Moderate pacing–not too fast and not too slow
Which YouTube storytelling technique describes when a video ad changes based on viewers’ behavior?
The direct shot
Tease, amplify, echo
The follow-up
The mini-series
Which report shows how long a video was watched in aggregate?
Audience retention report
Analytics report
Audience report
Watch time report
Which demonstrates the “Connect” principle in the ABCDs?
Include a call to action (CTA)
Frontload the story arc
Speak directly to viewers by breaking the fourth wall
Integrate your brand in natural usage in the first five seconds
Which demonstrates the “Connect” principle in the ABCDs?
Frontload the story arc
Integrate your brand in natural usage in the first five seconds
Include a call to action (CTA)
Consider quick cuts to keep the energy up
Which demonstrates the “Connect” principle in the ABCDs?
Include a call to action (CTA)
Include brand or product name in voiceover
Frontload the story arc
Make the audience laugh
Which is a best practice for creating effective Bumper ads?
Don’t include branding
Build a single Bumper ad to convey your entire message
Cut down your :30 TV spot
Focus on a single product, feature, or brand message
Which is a best practice for creating effective Bumper ads?
Don’t include branding
Budget time to establish the ad—and stick the landing
Do not include sound
Cut down your :30 TV spot
In the “Tease, amplify, echo” approach, what role does a piece of long-form content serve?
Echoing your message
Amplifying your message
Teasing your audience
Segmenting your story
According to Deloitte’s Digital Democracy Survey, approximately how many millennials and Gen Zers are bingeing content weekly.?
10%
25%
70%
40%
According to Ipsos eye-tracking research, approximately how much TV advertising goes unseen?
70%
40%
55%
25%
How have Bumper ads performed in Google-run studies?
They reach the same people as TrueView campaigns
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
Your client is an online car marketplace. Which targeting type can help your client’s campaign reach people in the car buying process?
Life Events
In-market audiences
Custom affinity audiences
Consumer patterns
Which targeting type can help your client reach consumers who frequent department stores?
Consumer patterns
Life Events
Custom affinity audiences
In-market audiences
Which story arc can be the most impactful on YouTube?
A shot of your brand up-front, then telling your story
A traditional story arc works best on YouTube – what works on TV, works on YouTube
An attention-grabbing opening and quick pacing
A lead-in, build, big reveal, and offer
Which demonstrates the “Attract” principle in the ABCDs?
Show familiar faces at the beginning of your video
Build suspense by keeping the viewer in the dark until the end of the video ad
Have talent speak directly to camera
Show the brand in natural usage
Which report provides insight into the many ways viewers find videos?
Audience report
Analytics report
Traffic sources report
Demographics report
To validate a campaign idea, which tool can be used to explore popular search queries?
Think with Google
Google Trends
Google Surveys
Google Signals
How can you validate a specific assumption about your audience?
Run a Google Survey
Review YouTube Analytics watchtime report
Dive into Google Trends
Explore Think with Google articles
Which report shows how long a video keeps its audience?
Demographics report
Watch time report
Audience retention report
Audience report
