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