How to think about video ad sequencing
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September 2021Share this page
How to think about video ad sequencing
September 2021Every month, over 100 million people watch YouTube and YouTube TV on their TV screens. So what’s the best way to reach them with your ad campaigns? Join Brian Becker, global product lead on YouTube targeting, to learn how he thinks about video ad sequencing, which has been shown to drive up to 74% lift in ad recall.
Explore more insights and videos on the Think with Google YouTube channel.
Hey there, I'm Nacia, and
today we’ll be covering
how to think about using video
ad sequencing on YouTube
to improve recall and purchase intent.
People's viewing habits are changing.
For instance, nearly
half of 18- to 49-year
old viewers are either
light viewers of TV
or don't subscribe to TV at all.
And every month,
over 100 million people
watch YouTube and YouTube
TV on their TV screens,
to say nothing of tablets and phones.
So what are the best ways
for marketers to reach all these people?
We asked Brian Becker,
a global product
lead at YouTube,
how he thinks about using video
ad frequency and sequencing on YouTube.
Let's see what he has to say.
Hi, everyone. My name is Brian Becker,
a global products
YouTube targeting.
really excited
talking to you today
the impact
video ad sequencing
future campaigns.
ad sequencing
powerful technology
YouTube that lets advertisers
the order
YouTube serves their ads.
It's really important
because we've seen
that when advertisers
adopt video ad sequencing,
they're able to drive
significantly higher results
than when they're optimizing
for a single asset on the platform.
When sequences have three or more steps
in them, we have found
that those campaigns are able
to drive 60%
or more higher brand lift
with campaigns
only running
asset once.
those results occur
the sales funnel.
have found that
different templates
advertisers can use
maximize their impact
video ad sequencing.
amplify, echo
three-video sequence
where you start with a six-second video
to tease your audience.
You then amplify that message
through a longer form
video that explains the products
or services you're trying to sell.
And then you end with a short six
second ad to reinforce that message
and tie it all together
over the course of your story.
The direct shot is
when advertisers use three
or more of the same video
preferably a shorter
six-second video,
helps break down
product and services
value propositions.
stick to that strategy
entirety of the sequence.
mini series is
the direct shot.
of thinking in short
six-second videos,
can think about these
more like chapters.
They’re longer form videos.
And one of the really powerful things
in the mini series
is that you can sequence based on
how users are engaging with your content.
So if someone views it,
you can continue to tell them more
about the product
and service you're selling.
If someone skips it,
then you can tailor
an ad directly to them
make sure that they're
aware of the call
want to reinforce.
also have the follow-up,
is where you start
a longer form video
explaining who you are,
you're trying to sell,
follow up that message
shorter form video
keep that message alive
the user's psyche.
The lead-in is a
two-video sequence
where you start with a six-second video
ad to introduce the narrative,
and then you follow up
with a longer form video
that helps explain
the product and services,
the benefits to consumers,
and you end with a strong call to action.
Testing can play a really critical role
to ensure the success
of your next video
sequencing campaign.
using YouTube's Video
Experiments platform,
which template resonates
most with your audience
you should be thinking
building creative
maximize the impact
next campaign.
that's how we at YouTube
video ad sequencing.
found this helpful,
and I hope it's helped spark some ideas
about how you can tell stories
to your audiences
in your next YouTube campaign.
Thanks so much.
And back to you, Nacia.
Thanks, Brian.
That makes so much sense.
And it's great to see
the range in approach to ad sequencing.
So what we heard is there are five types
of ad sequencing
to tell stories on YouTube.
amplify, echo;
series; the direct shot;
follow-up; and the lead[-in].
Whichever you choose to use,
sequencing allows you
your message over time
make a lasting impact
drive brand lift.
quick note on testing.
run video experiments
it's easier to measure
sequence is making an impact.
How cool is that?
tuned for more
insights in our
think about series,
we'll see you next time.
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