Video ad sequencing allows you to tell your story across a customer’s sales journey. You use your existing content to design a sequence showing a series of ads edited for each stage of the journey. Which video the viewer sees depends on where they’re whether they’ve seen the previous video(s) in the sequence.
Sequencing is more memorable than showing the same traditional ad spot over and over. Google found a 74 percent recall lift for a video ad sequence than a single 30-second YouTube ad.
Fortunately, video ad sequencing is a manageable for marketers. YouTube’s video ad sequencing feature allows you to cut your video in different ways to run a campaign that tells a story over time.
Google’s marketing research unit Think with Google explored five different modelsfor video ad sequencing. Try one on your next marketing campaign to improve brand awareness, ad recall and purchase intent among your viewers.
Tease, amplify, echo
In this model, the sequence begins with a short teaser video to generate interest with rising action. The second video is longer and contains more information to increase viewer engagement. The third video echoes the story and reminds viewers to act on what they’ve seen. Tease, amplify, echo excels in improving brand awareness and keeping brands top of mind for viewers.
The mini series
The mini series is also a three-video campaign. It separates the story into chapters with a video for the beginning, middle and end. Because it is told as a traditional story, the mini series model is great for improving ad recall among viewers.
The lead in
The lead in is about introducing the viewer to the story, then expanding on that idea. The sequence begins with a short video to introduce the topic. Then viewers see a long video that amplifies and resolves the story. It’s similar to tease, amplify, echo but without the echo.
The follow up
The follow up is like the reverse of the lead in or the end of tease, amplify, echo. Viewers first see the longer video introducing the concept and the story. The sequence ends with a short video resolving the story and reminding viewers of the call to action.
The direct shot
Instead of having the videos work together in a sequence, the direct shot offers the same idea from different perspectives. The videos don’t need to be watched in order. Viewers see a different version of the story each time. This can be customized based on the type of video the viewer will watch after the ad.
Video ad sequencing stretches your existing video content into an effective marketing campaign. Spin Creative is here to help you create video that tells a story your viewers will be sure to remember. Say hello
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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.
