Creating a progression of short videos with a carefully targeted campaign on YouTube can set up your brand’s success on the platform.
Every brand has a story to tell. But with the average attention span of adults being eight seconds (according to a study by Microsoft), how do you capture that user in the right moment with the right message?
Effective content marketing has become crucial because of this staggering statistic. As digital advances, content marketing tactics now encapsulate display and video strategies in order to keep a user engaged.
What is YouTube ad sequencing?
YouTube ad sequencing campaigns made its debut in the second half of 2018. However, I am convinced that not enough brands are taking advantage of this tactic.
Video ad sequencing is being able to show users a series of videos in a specific order that you define. The best uses for this type of campaign include:
- Building interest
- Reinforce messaging
- Create a unifying theme for your brand
What goes into a video sequencing campaign?
There are many settings to take into consideration while setting up your campaign for success. The first and most crucial piece is to select the right target audience to view in your first video in the sequence. If you’re not targeting your ideal audience, you will be wasting valuable marketing dollars on users that don’t fit into your key demographics. You’re able to use audiences and demographics within Google Ads, but not keywords, placements or topic targeting. Some of the audience options you can choose from include:
- Detailed Demographics
- Life Events
- Similar Audiences
- Custom Intent
The next pieces you’ll need to set up include:
- Bid Strategy
- Logical sequencing
There are only two bid strategies allowed in YouTube ad sequencing: Target CPM and Maximum CPV. The bidding strategy you choose will be dependent on the type of ad format chosen for your campaigns.
Lastly – make sure to pick logical sequencing for your videos. Meaning, if your goal is to tell your brand’s story through a defined sequence of videos, make sure placing those videos in an order that would make sense for the user. Pro tip – I tend to start with a longer video on the first step and narrow users out based on “views” of the first video. From there, I tend to see more engagement throughout the rest of the video sequence.
Want to learn more? Please join me at my SMX East session about YouTube Ad Sequence campaigns where I’ll cover the topic more in-depth on Nov. 13.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Brooke Osmundson serves as the associate director of paid search at NordicClick Interactive with over six years’ experience. She helps her clients grow their digital strategies using tactics from paid search, social media and programmatic marketing. With her experience and passion in analytics, strategic planning and everything digital, she helps create relevant customer experience strategies at every stage of the user funnel. Brooke has been featured in the Journal of Digital & Social Media Marketing, spoke at SMX West and PubCon Pro, contributed to NordicClick’s 2018 US Search Award for “Best Use of Video in a Search Campaign” and most recently had her client strategy shortlisted for two 2019 US Search Awards. When not working, you can find her enjoying a round of golf, catching up on the latest episodes of Law & Order SVU or completing never-ending house renovations.
Apester, an interactive content creation platform, has launched a new product called Story Strip that allows brands and publishers to display content on their websites in a fashion similar to Instagram and Snapchat Stories.
Story Strips include a multi-slide carousel of content that can be embedded into a website, allowing brands and publishers to create
Why we should care
For brands, the Story Strip platform provides an engaging way for site visitors to consume content in an environment they’ve become familiar with via Snapchat and Instagram Stories. Publishers can also use the platform to promote articles and monetize content by inserting ads within the Story Strip.
TV Insider, an entertainment website with early access to the tool, saw 44% growth in interactive content consumption. Time spent on the site increased by 13 to 17 seconds when it used Story Strips to promote
More on the news
- Samantha Westfall,
digitalmanaging editor for TV Insider, said the tool, “Drove readers to our existing content in a fun way.”
- In addition to Story Strip, Apester offers
a severalcontent creation tools, including a Story composer, and platforms to create polls, quizzes and personality tests.
- Apester was founded in 2011 and is used by a number of publishers, including
TIME, Rolling Stone, and brands such as Ikea and Virgin.
About The Author
Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.
It seems that people are finally waking up to the threat of climate change. The most poignant sign of this for me was seeing an infographic I created adorning the main music stage at Reading Festival 2019.
While the majority of those in the crowd may not have grasped its true meaning, or been in the frame of mind to understand it, it was a significant moment. A popular rock band publicly endorsed climate research and literally put it center stage.
Read more coverage of Ed Hawkins’s climate stripes here.
The climate stripes illustrate the global average temperature for every year since 1850 in the form of a colored stripe. Shades of blue represent cooler years and red, warmer years. The overall effect is a striking trend toward hotter temperatures in recent decades, as a result of human-caused climate change.
The climate stripes follow other visualizations of climate data that I’ve created in recent years, including an animation depicting global temperature rise data as an ever-expanding spiral. This was used in the opening ceremony of the Rio Olympics in 2016—more public recognition of science where you’d perhaps not expect it.
These graphics are simple and bright, but they’re based on solid science and carry a serious message. They translate complex data into an easily accessible format that transcends language and needs almost no context to explain it. The climate stripes have already been used on posters, on placards in the youth climate strikes and on banners and T-shirts around the world.
Helping science to make this leap from the lab to social media is crucial to changing mindsets. My research has often focused on communicating the impacts of climate change to new audiences. The more people that see and understand this huge problem, the better chance we have of solving it.
Earlier in 2019 we created a website that allows people to download climate stripes for around 200 countries and individual U.S. states. This allowed people to share stripes that charted the recent climate history of their own corner of the world. TV weather forecasters around the world joined the campaign and used the stripes to talk about climate change in their regular broadcasts.
Today my tie displays Earth’s “warming stripes” since the 1850s.
You can join meteorologists like myself and #ShowYourStripes to communicate climate change!#MetsUnite ????https://t.co/uqDxicxE5e https://t.co/F0iSiap2ew pic.twitter.com/7n3xDGgUkv
— Tevin Wooten (@TevinWooten) June 21, 2019
After a million downloads in the first week, dozens of examples appeared online of people wearing the stripes on ties and scarves, or even printing them on their Tesla. A town in Germany even printed them on a tram.
Now we have a climate tram in Freiburg, Germany.
The warming stripes show the average annual temperatures in Freiburg from 1900 to 2018. It is clearly visible that it is getting warmer. 2018 was the warmest year to date.
The idea for the warming stripes came from @ed_hawkins. pic.twitter.com/snBtFs9kvz
— Bruno Burger (@energy_charts) September 10, 2019
Explaining climate science to the public can be tricky. The scientific consensus is that the world is warming, but each region of the world is warming at a very different rate. Most parts of the U.K. are about 1℃ warmer than they were a century ago, while parts of the Arctic are almost 3℃ warmer. The climate stripes can communicate this nuance almost instantly.
But, the Arctic (1901-2018) broke the colour scale… pic.twitter.com/a3uDIlEzG7
— Ed Hawkins (@ed_hawkins) June 19, 2019
If we want climate action to become the demand of a mass movement then we can’t expect discussions to be restricted to po-faced conversations between scientists and politicians. As grave a matter as it is, it needs to become a conversation we have everywhere, whether it be over the fence to our neighbors, on television soaps, or while dancing at festivals. These simple graphics have helped start those conversations.
— Ed Hawkins (@ed_hawkins) June 17, 2019
Climate change is inevitably reported in a negative way, but we can be positive about the story we tell. Infiltrating popular culture is one way scientists can help trigger a step change in attitudes that will lead to mass action. We face some difficult choices, but we still have time to make changes that will create a hopeful future.
Ed Hawkins is professor of climate science at University of Reading. This post originally appeared on The Conversation.