You're building a Google video campaign with the goal of growing consideration for your brand. What's the benefit of using video ad sequencing?
It allows you to maximise ad engagement by telling a story through a series of videos.
It allows you to drive actions on your website by telling a story through a series of videos.
It allows you to communicate multiple messages by telling a story through a series of videos.
It allows you to reinforce a message by telling a story through a series of videos.
Explanation
Analysis of Correct Answer(s)
The key to this question is aligning the tool (video ad sequencing) with the specific campaign goal (consideration).
- It allows you to reinforce a message by telling a story through a series of videos. This is the correct answer because the consideration phase of the marketing funnel is about making your brand memorable and a preferred option. Video ad sequencing excels at this by building a narrative over time. Each video in the sequence builds upon the last, strengthening and reinforcing the core message in the viewer's mind. This repeated, evolving exposure is highly effective at increasing brand recall and preference.
Analysis of Incorrect Options
- Communicate multiple messages: While you can present different facets of your brand, the primary strategic benefit isn't just to deliver more messages. It's to create a cohesive story that reinforces a central idea, which is a more powerful way to build consideration.
- Maximise ad engagement: Engagement metrics (likes, comments, shares) are more closely tied to top-of-funnel awareness goals. While a good sequence can be engaging, its main purpose for a consideration campaign is to influence brand perception, not just to generate interactions.
- Drive actions on your website: This describes a bottom-of-funnel action or conversion goal. The question explicitly states the goal is to grow consideration, which precedes the action stage.