Explore Creative Essentials

Question 1

Attention spans are declining, but by how much?

Answer 1

Attention spans are declining. According to a 2015 Microsoft attention span study, the average human attention span in 2013 was eight seconds, down from 12 seconds in 2000.

Question 2

How does attention work these days?

Answer 2

The things we love we want more of, the things we don’t we’ll skip. We’ll binge watch series and learn skills on YouTube. This is where people’s attention lies nowadays.

Question 3

Which tools can you use to get insights on where consumer attention lies?

Answer 3

• Think with Google
• Google Trends
• Google Surveys

Question 4

How might an ideation strategy look for a new bit of creative?

Answer 4

Use YouTube Analytics to view performance of past campaigns > Use Google Trends to view search terms and topics > Run a Google Survey gain more data on your idea

Question 5

Top Takeaways

Answer 5

Supercharge the creative process with Google Trends, Think with Google, and Google Surveys. In a world of skippable media, Google’s data-driven tools can give an extra boost to a video creative strategy.

Question 6

What’s the notion of tease, amplify, echo?

Answer 6

Tease your audience with short ads, amplify your message with long-form ads for incremental reach and impact, and echo your message to spur action.

Question 7

The Direct Shot

Answer 7

Stick to one concept, but slightly tweak the video based on the viewer’s context. Is your viewer about to watch a football highlights video? Add an athletic twist.

Question 8

The follow up

Answer 8

Viewers are served one longer piece of creative, followed by shorter ads reminding them what they watched.