YouTube Launches AI-Powered Creative Guidance

YouTube is aiming to help agencies and advertisers deliver more effective campaigns powered by AI recommendations trained on the platform’s published best practices, dubbed ABCDs or attention, branding, connection and direction. The tool will also recommend adjustments if the video does not adhere to those best practices.

YouTube has developed a new creative guidance tool that uses artificial intelligence (AI) to detect if an advertiser’s video campaign meets its best practice guidelines, and draws up solutions to automatically edit the video if it does not.

The tool has been trained on YouTube’s creative best practices, called ABCDs, an acronym for attention, branding, connection and direction. Examples of best practices include supporting a brand message with audio and text; using storytelling techniques such as humor, surprise and intrigue; and humanizing a brand message by featuring users’ experiences.

Google’s Creative Works team developed the ABCDs after reviewing common attributes across thousands of ads that achieved the highest performance on YouTube. According to a Kantar study, ads that followed the ABCDs as a guide yielded 30% lift in short-term sales likelihood and 17% lift in long-term brand contribution.

YouTube has distilled the ABCDs into four key elements that its creative guidance tool will look for in video campaigns: whether a brand logo appears in the first five seconds, voiceover presence, a variety of aspect ratios, and the ideal video length to meet the marketing objective. 

Full story via Campaign US or Search Engine Journal.