Seeing mixed results on persuasion vs turnout creative this month. In a 9-day flight we saw 15s contrast spots beat 30s bios on YouTube by about 18% aided recall, while CTV favored the long cut — what framing is working for you right now and where are you shifting budget?
We’re getting better lift on YouTube by sequencing a 6s bumper into your “15s contrast spots” within 48 hours — cheaper reach and stronger aided recall than running 15s alone. CTV still likes the long cut for us, but I wouldn’t expect the same recall curve. In a 9-day flight, would you shift about 20% from standalone 15s to the bumper+15s sequence?
Building on @carter_lee92: recut the 30 so the contrast line is on-screen by second 3, then retarget 10s+ YouTube viewers into that 30 on CTV within 48–72 hours — this beat standalone 15s by about 10% aided recall for us; are you capping YT at 1/day?
Quick data point: our 12–15s UGC “neighbor” spots beat bios on YouTube when the opening frame is a giant super like “Rent up?” over a close-up face. I’d recut the 30 for CTV with 2–3s scene changes, burned-in captions most of the way, and a clear vote-plan end card, then shift about 15% from mid-funnel CTV into Shorts/in-feed verticals using the same hook in frame 0 — think billboard you can read from the couch. Curious if @carter_lee92 has tested a simple “stakes first” thumbnail versus a logo in suburban news placements.