Does ad sequencing drive greater impact?
Updated: Jun 10, 2020
From time-to-time, we come across interesting work, conducted by others, that we think is worth sharing. This is one such study …
Last week, I received a very interesting research study in my inbox via the ‘Think With Google’ newsletter looking at the impact of ad sequencing on key metrics like awareness, recall, and purchase intent.
Specifically, it reports on data from 7,500 respondents collected by Google/Ipsos from six countries in a lab setting, looking at the impact of different sequence types, as compared to a single 30-second TrueView YouTube ad viewed multiple times.
While the focus of this research is to promote YouTube, I can see a huge opportunity for this kind of ad sequencing for long-form VOD viewing, if the ad technology allows it, where the ads could be placed across the different breaks. From what I have seen, most VOD is viewed from the beginning with a large proportion making it to the end, so sequenced messages could be easily managed, unlike in traditional linear TV consumption, where those pesky viewers often tune-in part way through the program!
It’s definitely worth a look : https://www.thinkwithgoogle.com/feature/youtube-ad-sequencing-and-ad-recall/ad-sequencing