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Google creative director Maria Perazzo said in a blog post Thursday, “Creative is more important than ever and becoming much more relevant to performance advertising. On YouTube, brands are crafting content that viewers don’t want to stop watching—layered with practical and beautifully visualized product details and differentiators. Taking the concept of ‘brandformance’ to a new level—an updated strategy well suited for the non-linear media world, where optimization is about adding function to great storytelling to drive action, without killing the creative.”