Multiple major video platforms have added the ability for marketers to use video ad sequencing, including
, Facebook and LinkedIn. By using these features, video marketers can send more appropriate messages to the right viewers and lead them further toward conversion.
What is video ad sequencing?
Video ad sequencing and retargeting functions create specific advertising audiences out of your viewers. When a consumer watches a certain amount of a particular video ad, they can be added to one of those advertising audiences, which follows a predetermined video ad sequence.
What this means is that you can set up a series of video ads that are intended to be seen in a specific order, then push those ads to viewers who have met your advertising criteria. These groups of viewers are usually smaller, but they’ve already been introduced to your company, so they’re worth more to retarget.
Essentially, video ad sequencing uses specific user behavior to help you more effectively push consumers through the
sales funnel. If a user only watched a third of your first video, you can push more top-of-funnel video ads to them. But if a user watched your first video full through, they will probably be more receptive to a video further down the funnel.
Why use ad sequencing?
The video ad sequencing strategy is beneficial for two reasons. First, ad sequencing allows you to craft a story in multiple parts that works with consumers’ short attention spans but still drives engagement with your videos. Second, the remarketing ability grabs the attention of users who have seen your content or ads before, so you’re able to deliver more effective messages.
Video ad sequencing isn’t just useful for driving conversions, though. This strategy can help your brand achieve a range of marketing goals, whether it’s to increase brand awareness or take action.
Using a cohesive set of ads can help improve ad recall, regardless of the campaign goal you set. The similar style and compounding story your ads tell reinforce your messaging and get people to pay attention after they’ve been introduced to you.
Building your video ad sequencing strategy
Video ad sequencing can be an extremely effective tool, allowing you to deliver the right messages to the right consumers at the right time. However, doing remarketing correctly requires a well-planned strategy.
The video ad funnels you create should follow a
similar structure
to the general sales funnel. Help customers learn more about you, show them the value and solutions you offer, then convince them to take action.
You’ll need to map out your video ads ahead of time. It’s possible to use existing video ads. However, creating an entirely new series might allow you to create a more cohesive message and ensure there are no gaps in the funnel. Some of the most memorable video ad sequences are those that tell a complete story from beginning to end.
Ready to create a compelling series of video ads to hook viewers? Consult with the production experts at Spin Creative about your new ad campaign. Say
hello today!
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
