Jackson

Set up the problem the product solves and include a brand logo. 

Focus only on the brand logo and audio, and showcase the product after the first five seconds. 

Use tightly framed product shots with audio brand mentions. 

Use tightly framed product shots without audio to avoid overwhelming viewers. 

Let people take a primary role to humanize the story. 

Put the focus on multiple people so viewers stay engaged.

Let people take a secondary role so the product shines.

Put the focus on people to get your brand or product noticed 

Compare how two key audiences respond to two different video ads.

Compare how the same ad performs on TV compared to YouTube. 

Compare the performance of existing TV creative to that of ABCDs-optimized creative. 

Compare how the same audience responds to the same ad at different points in time. 

Upload fewer creatives than previous app campaigns.

Provide identical videos with minor differences. 

Provide identical videos cut to different lengths. 

Use diverse creatives in content, theme, length, and orientation. 

Attraction, Branding, Connection, Direction

Attention, Branding, Connection, Direction

Audience, Branding, Creativity, Direction

Attention, Branding, Creativity, Direction 

Use research-backed creative guidelines and iterate with experimentation.

Continue running campaigns with existing creative and slowly introduce new variations.

Run an experiment with existing creative and use whichever one performs best. 

Start with all-new video ad creative that’s already working well for other platforms. 

Share multiple messages about the many ways this product solves a problem.

Make people core to the story and keep branding subtle. 

Use technical jargon that will resonate with important audiences. 

Use product demos and how-to’s to put the product in context 

Brand often, especially in the last five seconds. 

Brand only at the beginning and end of the ad.

Brand often, especially in the first five seconds.

Brand only at the beginning of the ad. 

Showing the product experience as quickly as possible, with tightly framed shots focusing on app use and benefits 

Making the brand known by pairing the logo with zoomed out shots 

Emotional appeal through compelling storytelling to connect deeply with potential users 

Establishing the problem with an actor on-screen, followed by them using the app to solve the problem 

Review the asset report labels. 

Pause the campaign. 

Add new assets that should perform better.

Duplicate the campaign.