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. 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 attentionyou 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.
 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.