New research on using narrative structures to tell better stories and create more effective ads that deliver!
Like the TV experience it was originally designed for, the forced 30-second ad spot doesn’t fit the way people watch today – entirely on their own terms, seamlessly shifting between devices and channels. Video ad sequencing updates the traditional model, allowing you to serve up a planned sequence of ads that tell a story to customers across their purchase journey. New technology makes sequencing manageable and offers gains for marketers. It’s proven to be more memorable than the 30-second ad spot.*
ad recall lift for video ad sequencing vs. single 30-second TrueView YouTube Ad*
*Google/Ipsos Lab Experiment, U.S., n=7 500 people ages 18-64, Nov. 2018.
Images courtesy of 20th Century Fox U.K.
5 tested sequences
We’re all wired to remember great stories. Video ad sequencing lets
marketers show ads on YouTube in an order based on the most compelling
and memorable story structures. There are a lot of structures to
explore, so we tested five sequences to understand their influence on
three key metrics: brand awareness, ad recall, and purchase intent.
Tease, Amplify, Echo
This sequence starts with a short video to spark curiosity through rising action or conflict. Then it moves on to a longer video with more information to deepen engagement. It ends with a shorter video that reminds viewers of the story and urges them to act.
The Mini Series
This sequence breaks videos into separate chapters that introduce the conflict,
present the climax, and resolve the story.
The Direct Shot
Need to hammer home a key point, but wary of repetition and viewer fatigue? This
sequence uses four to six videos to present the same idea from different angles,
and is great for customizing content based on what the viewer is about to watch.
The Follow Up
This sequence starts with a long-form ad that introduces the concept and ramps
up the story. Then it shows a succession of shorter ads to resolve the conflict and
drive to a CTA.
The Lead In
This sequence starts with a short video that teases the story, then ends
with a long-form video that completes the narrative and amplifies the message.
Which sequence should you start with?
Pick a campaign goal. Then, explore the average lift of each sequence
over a single 30-second TrueView YouTube ad viewed multiple times.
You’ll notice some variance across metrics, but it’s a safe bet to
prioritize Tease, Amplify, Echo, The Mini Series, or The Direct Shot when testing sequences.
Whether you pick one of the five sequences or create one of your own, here are some things to keep in mind when creating a campaign with video ad sequencing.
Less blah blah and more results!
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