YouTube creative effectiveness: Three golden rules that could double ROI

First published in July 2024, Ekimetrics conducted an independent study, alongside Google, to reveal the impact of ad creative quality on YouTube video performance.

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The updated July 2025 version incorporates 12 brands in the US and EMEA. The original study highlighted a set of creative best practices that drive strong performance, and the updated findings across both US and EMEA markets reaffirm these fundamentals. Download the paper and discover the 3 golden rules of advertisers.