Maximize Impact with Six-Second Ads on YouTube and Twitter

- Six-second ads on YouTube and Twitter:
  - - Marketers can make an impression with just six seconds of video on platforms like YouTube and Twitter.
  - - This has opened up new options for marketers who are looking to get their message heard via video without going overboard on video resources.

- The benefits of being on YouTube:
  - - YouTube has over 1.9 billion monthly active users.
  - - Over 90% of 18-44-year-olds watch videos on YouTube in the US.
  - - YouTube is the world’s second-largest search engine and the second-most popular website behind Google.
  - - Spending some of your ad budgets on YouTube ads can help you reach a targeted audience through a medium that is engaging and very strong on the storytelling side.

- Best examples of six-second ads on YouTube:
  - - In 2019, YouTube announced its list of the top six-second ads from the year past.
  - - Some of the brands that made the list included Subaru, Frito-Lay, Doritos, Oreo, Eggo, and Almond Joy.
  - - Geico is also known for creating brilliant and funny six-second ads that play with the form really well.

- Tips for making a successful YouTube ad:
  - - Put your brand front and center in the first few seconds of the video.
  - - Use catchy music and sounds to capture attention.
  - - Think mobile-first when building your ad.
  - - Consider how people are using their phones and make sure your ad is optimized for mobile viewing.

- Strategy: What are six-second ads good for?:
  - - Six-second ads are good for increasing brand awareness.
  - - YouTube offers a brand lift survey that you can run to measure the direct impact that your ad is having on the perception of your brand and the behaviors that you’re influencing.
  - - Foundational metrics like view rate and click-through rate can also be used to determine which of your ads are working well.

- The science behind processing ads:
  - - In a recent study, brain researchers found that mobile ads can trigger an emotional response in less than half a second.
  - - The brain only needs 400 milliseconds to see and react emotionally to mobile ads.

- Short-form videos are on the rise:
  - - Short-form videos are becoming increasingly popular due to their ability to stimulate an emotional response and their faster response time compared to desktop ads.
  - Cross-channel marketing is key:
    - - Repurposing content is a great way to create ads for different platforms. Six-second videos are a great format for repurposing content.
    - - Short-form videos with clear branding and no sound delivered significantly better ad recall and message association compared to typical TV-style ads.

- Use YouTube’s Bumper Machine to save time:
  - - YouTube’s Bumper Machine uses machine learning to pick out key moments from longer ads and convert them into six-second bumper ads.
  - - The machine learning algorithms look for human characters, motion, sharpness of focus, and quality of framing.
  - - Repurposing a well-performing ad to work in the six-second format is a quick and easy way to create a short ad to try out on YouTube.