In terms of YouTube Ads, the top considerations for an advertiser are as simple as ABCD:
Attention: Grab and sustain the viewer’s attention with a compelling story.
Branding: Brand early and often. Your audience should instantly know exactly who is advertising to them.
Connection: Make the viewer think and/or feel by showcasing your brand or offering in human terms.
Direction: Tell the viewer exactly what you want them to do, or better yet, what they should want to do.
You can check out YouTube’s handy guide to the ABCD of effective video ads here.