how to successfully reach a niche group on YouTube
Centraal Beheer is an insurance company known for its iconic commercials on Dutch TV. For their business branch, the insurance company wanted to create an online-only video campaign. Their goal? Create a bigger association with business owners – a very niche group – with the message: ‘Business owners can also call Centraal Beheer.’
an ad sequencing strategy to boost CB as the insurance company for business owners
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.
the creatives
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
curious about what YouTube advertising can do for you?
90% of consumers say they use YouTube to discover new products (Thinkwithgoogle, 2019). Your future consumer is ready to be convinced by the right video content. That is exactly the moment, where you as an advertiser want to be with your video! In our brand new white paper ‘YouTube for Advertisers’ you’ll receive practical tips and tricks. It is your free guide to a spot-on advertising strategy on YouTube.
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