In what we now call ‘traditional’ advertising – you tell a story in 30 seconds but today that traditional 30 second tv spot doesn’t fit the way users watch and consume.
Now, users watch 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.
5 Video Ad Sequences That are Proven
We’re all wired to remember great stories. Video ad sequencing created by Google, lets marketers show ads on various social channels like YouTube in an order based on the most compelling and memorable story structures.
There are a lot of structures to explore, so Think With Google
tested five sequences to understand their influence on three key metrics: brand awareness, ad recall and purchase intent.
Tease, Amplify, Echo
This storytelling sequence is made up of 3 video ads: it starts with a short video that sparks curiosity in the user through conflict or rising action. Then it moves on to a longer video with more information to deepen engagement. Last but not least in the video ad sequence is a shorter video that reminds views of the story, urging 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 customising content based on what the viewer is about to watch.
The Follow Up
For this video ad sequence, you start by introducing a concept with a long-form ad, then follow it with a series of shorter ads that resolve the conflict and drive users with a CTA.
The Lead In
Last but not least is a storytelling sequence that starts with a short video ad that teases the story and ends with a long-form video that completes the narrative and amplifies the message.
Which video ad sequence should you use?
Choosing which story telling video ad strategy is right for you starts with a campaign/brand goal. Start with testing between The Direct Shot, The Mini Series or Tease, Amplify, Echo.
But there is no one way to tell a story…
- If you goal is Brand Awareness: We recommend The Direct Shot.
- If you goal is Ad Recall: We recommend Tease, Amplify, Echo.
- If you goal is Brand Awareness: We recommend The Mini Series.
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:
- Test, Optimise, Repeat
- Don’t be afraid of long-form sequences, test it!
- Get creative with the assets you have and hack them into these different sequences.