Dubai
Google has introduced a new sequencing feature allowing advertisers to target users with different messages within one campaign. A video ad sequencing feature was rolled out for a Centrepoint campaign conceived by Impact BBDO. The campaign was to showcase the retailer’s e-commerce channel.
A team from Google and MEC, the media planning agency, were involved in every stage of the campaign including the planning and sharing of best practices on creating videos to identify the right audience.
“The video ad sequencing feature lets you string together ad creatives,” said Alex Brunori, Creative Impact Lead Google MENA. “You can pivot, you can react and you can take consumers down a different path depending on which ads are working for them. “For example, advertisers can show a 15-second TrueView ad to build awareness, continue with another, longer spot that communicates product attributes, then follow with a six-second bumper ad to keep top-of-mind and drive to purchase. And they can build a longer story that lives in episodes, mirroring the always-on consumer lifestyle.”
The campaign consists of a series of videos with the storyline revolving around an astronaut who has nothing to wear when she encounters an alien lifeform. YouTube and BBDO were involved in the evolution of the full form versions as well as the bumper adverts.
To live outside of YouTube these videos have also been incorporated into a wider website competition across Centrepoint’s social media channels, which is enlisting the help of customers to help design an out of this world spacesuit for the astronaut featured in the video content.
