{"id":20748,"date":"2023-07-04T00:00:00","date_gmt":"2023-07-04T05:00:00","guid":{"rendered":"https:\/\/tomilli.com\/en\/how-brands-found-new-ways-to-make-video-their-creative-canvas\/"},"modified":"2026-02-25T14:09:22","modified_gmt":"2026-02-25T19:09:22","slug":"how-brands-found-new-ways-to-make-video-their-creative-canvas","status":"publish","type":"post","link":"https:\/\/tomilli.com\/en\/how-brands-found-new-ways-to-make-video-their-creative-canvas\/","title":{"rendered":"How brands found new ways to make video their creative canvas"},"content":{"rendered":"<p data-block-key=\"xesya\">It\u2019s no secret the media landscape has changed. This past year alone we\u2019ve seen a rise in\u00a0<a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/video\/short-and-long-form-videos\/\"><u>short-form video<\/u><\/a>\u00a0and a breakout in\u00a0<a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/automation\/benefits-of-artificial-intelligence\/\"><u>AI-powered solutions<\/u><\/a>. People are exposed to a wider variety of content and new ways to consume it, and one-size-fits-all campaigns are no longer enough.<\/p>\n<p data-block-key=\"7c559\">This year\u2019s\u00a0<a href=\"https:\/\/www.youtube.com\/ads\/youtube-works\/\" target=\"_blank\" rel=\"noopener noreferrer\"><u>YouTube Works Awards<\/u><\/a>\u00a0winners are blazing new trails by ditching the \u201cmatching luggage\u201d approach and accounting for people\u2019s unique needs. From tapping into YouTube trends to designing bespoke creative across formats, these advertisers expertly created unforgettable YouTube campaigns that resonated with audiences and drove results. Here are four lessons gleaned from the winners.<\/p>\n<p data-block-key=\"6pjc8\"><strong>Make ads unskippable with bespoke YouTube campaigns<\/strong><\/p>\n<p data-block-key=\"1oage\">Life insurance company MassMutual wanted to drive awareness around a bold topic: money. The brand recognized that conversations about finances are important but aren\u2019t always easy to have. It needed a creative way to grab attention and inspire people to tune into the topic. So it created a lighthearted campaign featuring diverse families having conversations about their financial futures amid unexpected events. The result was an intimate, fly-on-the-wall experience.<\/p>\n<div class=\"detail__text grid-row js-component js-rich-text-cta-analytics\" data-ga4-analytics=\"{\n        &quot;event&quot;: &quot;article_in_content_click&quot;,\n        &quot;content_type&quot;:&quot;Article&quot;,\n        &quot;event_location&quot;:&quot;in content link&quot;\n      }\"><\/p>\n<div class=\"rich-text\">\n<p data-block-key=\"xesya\">MassMutual sought to make its ads unskippable by breaking the fourth wall, ingeniously utilizing the first six seconds to deliver different variations of the statement, \u201cThis is going to be extremely uncomfortable; you might want to skip this.\u201d This small-but-clever detail showed viewers that MassMutual was directly addressing them, creating a powerful connection.<\/p>\n<p data-block-key=\"49hiu\">The innovative strategy was wildly successful. In a head-to-head test, its 100% watch rate was 14 percentage points higher and costs per view (CPV) were 2X more cost efficient for creative featuring the made-for-YouTube 6-second add-on.<\/p>\n<\/div>\n<\/div>\n<div>Taken from: https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/video\/2022-youtube-works-award\/<\/div>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s no secret the media landscape has changed. This past year alone we\u2019ve seen a rise in\u00a0short-form video\u00a0and a breakout in\u00a0AI-powered solutions. People are exposed to a wider variety of content and new ways to consume it, and one-size-fits-all campaigns are no longer enough. This year\u2019s\u00a0YouTube Works Awards\u00a0winners are blazing new trails by ditching the<\/p>\n","protected":false},"author":1,"featured_media":16776,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[706],"tags":[],"class_list":{"0":"post-20748","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-ideas"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How brands found new ways to make video their creative canvas - Tomilli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tomilli.com\/en\/how-brands-found-new-ways-to-make-video-their-creative-canvas\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How brands found new ways to make video their creative canvas - Tomilli\" \/>\n<meta property=\"og:description\" content=\"It\u2019s no secret the media landscape has changed. This past year alone we\u2019ve seen a rise in\u00a0short-form video\u00a0and a breakout in\u00a0AI-powered solutions. People are exposed to a wider variety of content and new ways to consume it, and one-size-fits-all campaigns are no longer enough. 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