Video advertising is becoming an indispensable tool for businesses looking to connect with their target audience. One of the most powerful video channels used to reach potential customers is Youtube. It is a product of Google and the second-most popular website on Earth. It enables a strategy that can significantly enhance brand awareness, engagement, and conversion rates, without the ad fatigue. This is called sequencing ads and it allows marketers search for improved ways to connect with audiences. Building the marketing funnel as a whole within one platform is a proof point that YouTube continues to be a key leader in the video space. Learn how to implement this powerhouse tool to captivate your audience with us below.
What are YouTube Sequencing Ads?
YouTube sequencing is defined by Google as a way to tell your product or brand story by showing people a series of videos in the order that you want to define. A video ad sequence campaign can be used to build interest, reinforce a message, or create a unifying theme. One of the key elements of YouTube sequencing is crafting a timeline for ads that respond to a user’s actions. Through the tracking of actions taken on the ad, marketers can customize subsequent ads accordingly, guiding viewers along the marketing funnel, all within one tactic.
Building Your YouTube Sequencing Ad
Choosing the Right Ad Duration
For a successful YouTube sequencing campaign, choosing the right ad duration is the first step to make. 15-30-second ads are ideal to maximize viewer retention and engagement. Being shorter, these formats are more likely to hold the audience’s attention without having a negative impact on the viewer.
Building Paths Based on Actions
Viewers behave or react differently to an ad. Some may skip an ad, while others may watch it attentively. Marketers are able to build different paths for YouTube sequencing campaigns by analyzing user actions and nurturing future engagements with each interaction.
Predefined Order
To ensure a cohesive storytelling experience, it is important that the ad in the sequence has a predefined order. There are 7-day and 30-day options, meaning a viewer could see the entire sequence once in a 7-day period or once in a 30-day period. Considering messaging, audience, and data can determine which option is right for brands.
Crafting Your Message
There are three elements in sequencing campaigns: connecting with the audience, differentiating the brand, and persuading viewers to take action. Likewise, each individual ad in the sequence should play a specific role in telling your brand story in the marketing funnel. By using different messaging in your content, you can address viewer questions without requiring direct interaction. This enhances the overall user experience.
Targeting Options
YouTube sequencing ads allow the same targeting options as regular YouTube ads: interests, keywords, in-market audiences, life events, and more. After the first video in the sequence, your targeting will be based on a viewer’s interaction with that initial ad, continuing the viewers down the sequence. This targeted approach ensures ads align with users preferences.
As a powerful tool, YouTube sequencing ads help in crafting engaging marketing funnels that lead your audience through a brand journey, all within one tactic. You can build a stronger connection with your viewers by strategically presenting ads based on actions. This will bring higher conversion rates.
If you are interested in adding YouTube sequencing ads to your marketing strategy, contact our digital experts today.
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