It is no surprise that video advertising is only gaining momentum in its rise in popularity, becoming an indispensable tool for businesses looking to connect with their target audience. As a product of Google and the second-most popular website on Earth, YouTube stands out as one of the most powerful video channels to reach potential customers. As marketers search for improved ways to connect with audiences, YouTube enables sequencing ads, a strategy that can significantly enhance brand awareness, engagement, and conversion rates, without the ad fatigue. 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?
Google defines YouTube sequencing as a way to tell your product or brand story by showing people a series of videos in the order that you define. Marketers can use a video ad sequence campaign to build interest, reinforce a message, or create a unifying theme. A key element of YouTube sequencing is crafting a timeline for ads that respond to a user’s actions. By tracking actions taken on the ad, marketers can tailor subsequent ads accordingly, guiding viewers along the marketing funnel, all within one tactic.
Building Your YouTube Sequencing Ad
Choosing the Right Ad Duration
The first step in a successful YouTube sequencing campaign is choosing the right ad duration. To maximize viewer retention and engagement, opt for 15-second or 30-second ads. These shorter formats are more likely to hold the audience’s attention without being too long and having a negative impact on the viewer.
Predefined Order
Each ad in the sequence should have a predefined order, ensuring a cohesive storytelling experience. 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. Thinking about messaging, audience, and data can help determine which option is right for brands.
Building Paths Based on Actions
As we know, not all viewers behave the same way or react to an ad the same way. Some may skip an ad, while others watch it attentively. By analyzing user actions, marketers are able to build different paths for YouTube sequencing campaigns, nurturing future engagements with each interaction.
Crafting Your Message
Sequencing campaigns should encompass three elements: connecting with the audience, differentiating brands, and persuading viewers to take action. Similarly, to the marketing funnel, each individual ad in the sequence should play a specific role in telling your brand story. By mixing different messaging in your content, you can address viewer questions without requiring direct interaction, enhancing the overall user experience.
Targeting Options
YouTube sequencing ads allow for 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.
YouTube sequencing ads are a powerful tool for crafting engaging marketing funnels that lead your audience through a brand journey, all within one tactic. By strategically presenting ads based on actions, and avoiding creative fatigue, you can build a stronger connection with your viewers, in turn receiving higher conversion rates.
If you are interested in adding YouTube sequencing ads to your marketing strategy, contact our digital experts today.
