A scaled program delivering original, live-action video ads for YouTube advertisers.
The challenge
The Google Video Creative Program aims to demonstrate the value of the YouTube ad format by helping brands create best-practice, YouTube-first videos with ease.
One of the biggest barriers for attracting new advertisers to the platform is their ability to efficiently produce quality, original, live action video ads. Google needed a partner to provide a creative and production solution, with the scale to produce hundreds of original YouTube ads with quick turnarounds, for brands all across the US.
The approach
Genero provides Google and its advertisers with access to a pool of global professional creative and production partners, delivering creative ideas and best practice YouTube video ads. All creatives in the program have been specifically trained for this ongoing program in ‘Google’s ABCDs of effective creative’ for YouTube.
Supported by Genero’s team of digital and YouTube experts, the program is delivered through Genero’s platform, with a custom workflow designed to enable efficient collaboration across the end-to-end process, from a creative brief through to asset delivery. Each advertiser receives multiple video assets and variations to enable media targeting, testing and optimisation.
The results
- 500+
- final assets delivered
- 84%
- produced by diverse creative teams including females, LGBTQI+ and POC
"Partnering with Genero has allowed us to empower businesses at a whole new level of scale. And while we as an Ads Monetization team are responsible for growing SMBs on YouTube, it's equally important that we nurture a diversity of producers who make up the great Ad content we see everyday. Genero is a scaled way for us to reach them."
The work
Minnetonka
Smartsheet
Flint & Tinder Pants
Ancient Nutrition
Newton Baby
Cosmedica
Pact Coffee
Beltone
Related work.
Uncovering and producing stories about emerging subcultures across the globe.
Generating social assets for L’Oréal brands at scale.
Global campaigns at speed and scale for Diageo's portfolio of brands.
Streamlining production for Kimberly-Clark with access to creative talent, on-demand.
A creative solution for Qatar Tourism and the world's greatest footballers.
Elevating creator content with a quick turn-around, trend led production.
Creative diversity and production efficiency for Unilever's global brands.
The Doors celebrate 50 years since their album ‘L.A Woman’ with a psychedelic music video for ‘Riders On The Storm’.