Every one of you has 13 good ideas for every one of your clients in a minute.

That's what you were born to do.

I just think those ads need to go out into the world, not be debated for months and years.

And then the consumer insights, both Quant and Qual, lead to the ability of making better ideas.

Attention is the number one asset.

What I would talk to people who are in their 60s and 70s one thing they would always say that really just always stuck with me is like how fast life goes as you get older and I'm like oh that's right because like I can smell it now you know?

My name is Amry Nelson Bogle,

and I'm the vice president of YouTube Ads Marketing

here at Google, and why we're here together.

So, you know, we're seeing that, and you all know this. I mean, YouTube is just such a great platform to bring brands and culture together.

I'm constantly amazed by how brands are showing up in multi-layered, multi-format ways on our platform.

And this allows brands to really tell stories of various lengths, styles, tones, and it really

allows brands to draw millions of viewers and comments along the way.

And so, and beyond brand storytelling, what's also amazing what we're seeing is that creative quality contributes to nearly 50% of media impact,

far surpassing reach and frequency of touch points according to Cantor across media database.

And that's why I'm so excited with this crew that I have on stage with me here today to talk about creativity on our platform.

So but before we jump in, just want to give a little intel of what we're seeing on the platform right now.

As I mentioned, brands are really tapping into culture and a lot of the hit makers, so our creators.

So every day they're tuning into YouTube to really watch their favorite creators and see what they're up to.

Brand creativity has really exploded on shorts on our platform.

So as we know, shirts can go high, low-fi, basically be driven by creators, by artists, and it really has

an immediate impact on campaigns.

...