How to think about video ad sequencing

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.