Youtube Ad Sequencing Can Increase Purchase Intent by 40%?

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As digital video consumption continues to grow across screens, marketers are looking for how best to leverage video ads in different contexts. It might not a best practice to port a 30-second TV ad over to digital channels while also not make sense for marketers to run the same digital video ad on video streaming and social media platforms. It's because consumers are also increasingly aware of being targeted with the same ad as they move around the web, something many find creepy.

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Google - Video Ad Sequencing Tool

Therefore, Google created its Video Ad Sequencing tool which enable marketers to cut the same creative in different ways to run a series of ads across screens and ad formats. New research conducted with Ipsos found that sequences of six-second and TrueView ads can drive results across customer journeys, and sequencing a six-second ad followed by a TrueView ad increased ad recall by 118% and purchase intent by 40%. 

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In one example, 20th Century Fox used Video Ad Sequence to reimagine the trailer for the film “The Greatest Showman.” The campaign saw awareness and consideration lifts that were five times stronger than similar campaigns.

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Compelling Video Ads, Resonate More Younger Audiences

Creating more compelling video ads could help brands resonate more with younger audiences. 76% of consumers and 85% of millennials say they’ve purchased a product or service after watching a video, according to recent research by Brightcove, which defines millennials as those aged 18-34. Millennials say video is the most memorable and engaging format, and the one they prefer most. Sixty-six percent of millennials and 53% of all consumers say they’ve engaged with a brand after watching a video on social media.

According to Forrester research, video ad spending is expected to grow from $91 billion in 2018 to $103 billion by 2023, and the total share of video ad spending will jump from 21% in 2018 to 34% in 2023.

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As you can see the changes of Google ad offerings, it introduced video in Showcase Shopping ads and shoppable images on publishers’ sites, which Google launched last year. Giving marketers the chance to upload multiple product images to a single ad. Do you still think video should not be your marketing focus now?

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Source: Sequencing video ads lifts recall 118%, Google finds by Splashbase; Jay Wennington

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