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According to a custom Nielsen analysis, the amount of time adults 18-49 spend on YouTube in a month has grown 54% year over year[1]. And with TV cord cutting on the rise, the YouTube audience is getting larger every day. To help you make the most of YouTube to connect with your audience, we're announcing a new resource: the Playbook for Creative Advertising.

The Playbook is designed around three core themes, full of case-studies, examples and best practices that give you all the tools to run effective campaigns on YouTube.

First, our courses will help you maximize the attention you win on YouTube from your existing and potential consumers.  We’ll help you make sure you’re reaching the people you want to reach efficiently, and drawing on the learnings of other brands and creatives to develop creative executions that resonate with YouTube viewers.

Second, we aim to provide an inside view into the culture of YouTube.  Creators on YouTube don’t just reflect what’s going on in the world; they influence and shape the cultural zeitgeist.  We’ll help you understand how to work effectively with creators so you can best connect with their fans.

Finally, the Playbook will guide you through the best ways to measure your impact.  It provides a deep dive into the reports and metrics you can use to unlock critical data and insights to power creative decision-making and optimization.  

We’ve given a sneak peak of the Playbook to a few industry experts and we’re thrilled by their reactions:

“The information in [The Playbook] is like having a 24/7 Google expert at your fingertips.”
-Brandon Solis, Global Digital Strategy Director at McCann Worldgroup

“Bookmark this resource NOW! It's packed with resources and inspiration to help you take full advantage of both the creative opportunities on YouTube, and the data and insights Google can provide to fuel your next creative idea.”
-Luke Eid, Global President, Digital and Innovation at TBWA\Worldwide

Check out the Playbook for Creative Advertising here for content that helps you understand the YouTube ecosystem, find your audience, make great creative for the platform and measure your impact.



[1] Source: Google commissioned Nielsen study. September 2016 and September 2015 average primetime time spent of all days on YouTube among Persons 18-49 (mobile only), EMM custom analysis.


From combating climate change, to countering xenophobia and extremism, we’ve all witnessed the power of video to spark a dialogue, inspire action and change minds. It’s true for all of us, but perhaps even more so for a generation of young people that grew up alongside YouTube: Gen Z. In a new study, nearly half of Gen Z said they can’t live without YouTube.1

And Gen Z isn’t just tuned in -- they’re fired up. Gen Z are 50% more likely to care about making an impact on the world with their work than their millennial counterparts did at the same age.2  

 That’s why Google is thrilled to join forces with Common Ground and the United Nations for The Common Future Project. The partnership brings together talent from the world’s largest advertising communication groups to use their creativity to mobilize a generation of young people around the global Sustainable Development Goals. These 17 goals represent a common set of interconnected ambitions for a transformed world adopted by the UN in 2015 -- like ending poverty and hunger, improving gender equality and reducing inequalities.

Over a three-day period, teams from Dentsu Aegis Network, Havas, IPG, Omnicom, Publicis and WPP, as well as independant agency Wieden+Kennedy, worked together at the YouTube Space NY to develop big ideas that would tap into the cultural influence and power of video to be a force of social good in the world.

On the final day, the teams had three hours to shoot, produce and edit rough videos in formats that reflect how Gen Z communicates, like YouTube’s new made-for-mobile :06 bumper ads. Each team pitched their campaign ideas to a panel of experts that included UN SDG Advocate Alaa Murabit; Jake Horowitz, Co-founder, Mic.com; Madonna Badger, Founder & Chief Creative Officer, Badger & Winters; and Golriz Lucina, Head of Creative for SoulPancake.

A virtual, cross-agency team will develop the winning idea further to launch later this year on YouTube. To support and amplify the campaign, we are committing media to run the campaign globally.

Take a look at how it all unfolded:

“The Sustainable Development Agenda is the most ambitious anti-poverty, pro-planet agenda ever adopted by the UN. The Common Future Project recognizes the power of young people as global agents of change. I commend the Common Ground partners for this creative effort to transform the video platforms that young people use into platforms for action for a world of peace and dignity for all” says UN Deputy Secretary General Ms. Amina Mohammed. 

YouTube shapes culture not just because millions of people watch a billion hours of video every day, but because it’s a place where anyone can use their voice to generate positive social change. We’re thrilled to be able to shine a spotlight on the great collaboration of these agencies coming together for the common good.

Torrence Boone, VP, Global Agency Sales and Services



1 Defy Media Acumen Survey, March 2017. 
2 Defy Media Acumen Survey, March 2017.

In a few short weeks, representatives from the world’s top agencies will descend on the south of France for the 64th Annual Cannes Lions International Festival of Creativity. In an effort to part of the action, 100 young creatives from across the globe went head-to-head in the inaugural Young Lions Bumper Hack to compete for two coveted spots to this year’s festival, and an opportunity to go on to compete in the Young Lions Film Competition.

This wasn’t any ordinary hack; the brief challenged the next generation of creative talent to tell a story to their future selves. But there was a twist. They had to tell this larger-than-life story using a bite-sized format, YouTube’s :06 bumper ad format. Each entry had to include three :06 films to bring their ideas to life.

YouTube introduced the :06 format last year to help advertisers capture attention in today’s mobile world. Bumpers have shown significant impact when it comes to brand metrics like ad recall1, but creatives wanted to put it to the test to see if six seconds could indeed tell meaningful and emotional stories. So we asked creatives and filmmakers to create for the format at this year’s Sundance Film Festival and SXSW, and they illustrated that bumpers were an untapped creative canvas.

But it was time to give the young guns a crack at it. The Cannes Lions jury carefully reviewed the submissions, which included a wide variety of creative interpretations of the brief, furthering the notion that six seconds is limitless when it comes to storytelling. However, the 2 sets of films that stood out to the jury offered sage advice to the future creatives these youngsters aspire to be. “For me, the best ones were from the creatives who shared a message that extrapolates their own ego, but draws attention to something bigger like giving value to people and the planet, for example,” said Yuri Mussoly, one of the jury members and Digital Creative Director at Africa. “For me, this is the future of advertising.”

That theme was clear throughout the films from Vittorio Perotti of Italy, which were a simple testament to not forget important values as his career progresses. The films, appropriately named “Slap Yourself Now,” highlight the importance of relationships, career and ethics and the necessity to not forget one’s values regardless of success. Perotti explained that “the brief made me think about what I want to be in the future and what I should not forget. I'm afraid to lose some important values in life because people often ignore them when they grow up. If I did the same, I would slap myself.”

               "Slap Yourself Now" by Vittorio Perotti, Designer & Art Director, Sagmeister & Walsh, Italy


The submission from Lance Francisco of the Philippines played on the daily demands that creatives are often faced with and flipped them into a positive mantra to remind him why he set out to be a creative in the first place. “By unlearning these learnings, we can get back to the core of creating again,” said Francisco. And going back to basics is exactly what creating for 6 seconds challenged the young creative to do. “Six seconds forces you to be strikingly simple. It is just enough time for you to give out a clear message and forces you to find a clever way to communicate the message.”

               "Untitled" by Lance Christoper C. Francisco, Art Director, Publicis Jimenezbasic, Philippines


“The two winners stood out for avoiding clichés and for delivering on the brief with punchy typographically driven pieces,” said Chris Clarke, Young Lions juror and Deputy Creative Officer at The Guardian. Perotti and Francisco will will get to heed their advice at Cannes Lions this year as they compete as a team in the Young Lions Film Competition. The winning Bumper Hack films, along with many of the other submissions will be featured at the YouTube Beach during the Festival.

While Perotti’s and Francisco’s films took the grand prize, all of the submissions showed the breadth of creativity that six seconds can offer. Take a look at a few other favorites as we applaud these young creatives and their approach to bite-sized creativity.

                                     "Duck" by Ashley Wilding, Copywriter, CHE Proximity Sydney, Australia


                                 “Brevity Can Stir Your Imagination” by Yukina Oshibe, I&S BBDO, Japan

                 "Start Today" by Tristan Viney, Copywriter & Seamus Fagan, Art Director, Ogilvy, Australia
As the world gravitates toward mobile content, creatives will be challenged with telling big stories through condensed formats. The creative revolution has only just begun; who’s in?

Posted by Noël Paasch, Marketing Manager, Agency Marketing, YouTube



1 In a study of over 600 campaigns, 9 in 10 bumper ads measured globally drove a significant increase in ad recall. Across all campaigns measured, average increase was 38%. (Source: YouTube Internal Data, Global, July 2016)↩
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