Centraal Beheer

To boost the association with Centraal Beheer as the insurance company for business owners, we chose to make use of an ad sequencing strategy. Ad sequencing allows you to tell a story through multiple moments of contact that quickly follow each other up. We advertised the online-first video ad through Bumper Ads, Non-skippable and Skippable Ads amongst the target group in a specific, pre-made order. Additionally, we used YouTube Audio Ads to build up frequency and create more awareness within the perfect target group. In this way, we’ve successfully built a contact frequency amongst the business owners on YouTube.

In the process of creating the ads, we played by the online rules when it comes to visuals, text and sound, taking all relevant factors into account. The resulting online-first ads were advertised on YouTube and other VOD-platforms. The ads were then made scalable to fit other social channels.

One of the things we kept in mind is the flipping story arc. When we think of traditional style TV advertising, the best practice has been to slowly build up to the action. 

But now, in a skippable world we’re seeing ads starting high - lead with the money shot - then sustain action and interest throughout. We call this: the emerging story arc. To test out the effect of this built-up, we decided to flip the script of one of the creatives within the sequence. This one started immediately with the highest action. The different story built-ups combined, distinctively increased memory, curiosity and credibility among the different sub-groups within the target group. The right targeting, ad sequence and different creatives achieved the following results.

The different story built-ups combined, distinctively increased memory, curiosity and credibility among the different sub-groups within the target group. The right targeting, ad sequence and different creatives achieved the following results… 

•  Impressions of the total sequence were +15% higher than the initial target
• A view-through-rate (VTR) of the total sequence which was +18% higher than the initial target
• The YouTube Audio Ads received +33% more impressions compared to the average reach of normal YouTube Ads and a +3% higher VTR compared to the initial target.

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