What Is YouTube Video Ad Sequencing?
“YouTube ad sequencing” is a feature on YouTube that allows you to serve video ads to your audience in a specific order with the aim to build brand interest, reinforce a message, or segment potential leads from uninterested viewers. Showing ads in a particular order helps to target audiences that are more likely to convert to customers, engage with your customers in a way that is more clear to your company’s message, and reduces marketing costs.
How Does YouTube Ad Sequencing Work?
Take us for example. One way we use ad sequencing is to reinforce brand recognition and recall. This particular method is called the Direct Shot. This sequence uses four to six videos to present the same idea from different angles and is great for reinforcing our internet marketing services’ features and benefits.
In this sequence example, we show our 60-second video ad as the first video in the ad sequence. If a viewer skips our ad prior to the 30-second mark we remove them from the ad sequence, since they may not have been interested in our content. If, however, a person showed interest in our first video ad, we then serve 4 unique, unskippable bumper video ads. Each bumper ad is only 6 seconds in length and each ad continues to reinforce our brand name, features, and benefits; followed finally by the original 60 second ad that they saw the first time.
This video ad sequence can take place over several days, but we can limit how often a person may enter a sequence during a YouTube marketing campaign in order to avoid ad fatigue.
So what are the types of results we’re going for? Here are what Google’s results were when they analyzed The Direct Shot type of sequencing campaign vs a typical 30-second spot.