Video Ad Sequences for Launches and Hiring Pushes

A sequence is worth building when the last step still has enough people in it to matter. Step-through between steps runs roughly 30 to 45 per cent on the accounts we run, so a three-step sequence needs an addressable audience of around 1.5 million in the market before the final step reaches a group large enough to read. Below that we build a reach campaign with two films instead and explain why. That threshold, not the storytelling, decides whether this is the right engagement for you. The case for a sequence: Only when the second message depends on the first. Hiring is the clearest instance: the first film shows the shift pattern and the pay band honestly, the second answers the objection that actually stops people applying, which is usually the commute, the certification or the rota, and the third is the application with the deadline in it. Beauty works the same way when there is a claim to establish before a demonstration means anything. If your three films are one film at three lengths, you do not have a sequence, you have a frequency plan, and it will run cheaper as one. Structure: Three or four steps, never more. Step one at 15 to 30 seconds skippable in-stream, later steps typically bumper or a short skippable, with the step trigger set to impression or to view depending on whether the point is exposure or attention. Bidding on target CPM or CPV per step. One sequence per user, no re-entry inside the flight. We write the step-by-step brief with your film agency before anything is shot, because a sequence assembled after the fact from finished assets is almost always a compromise at step two, which is the step that does the work. The reach floor and the clock: Sequences pace slowly by design. We plan four to six weeks per flight and will not compress one into a two-week burst. The steps collide, frequency stacks inside a day, and what you have bought is an expensive reach campaign with a complicated report attached. Measurement: A matched holdout that receives the same films in rotation but not in order, so the question answered is whether the order did anything rather than whether video did. Read on the action that matters, which is applications started and completed for hiring and first orders for retail, plus completion rate per step so you can see where the story loses people. We report step three completions as an absolute number of people, not a percentage, because a percentage of a small audience reads well and means nothing. Not included: Production. We brief, we cut down and we sequence. We do not shoot, and we will not pretend an edit fixes a second step that was never filmed. Nor do we run the sequence as your only video line. It needs a reach base underneath it, which is either your existing plan or a separate line we will quote for. Not for: Local businesses and single-city advertisers, where the audience floor cannot be met and the arithmetic does not bend. Products with no second thing to say. And anyone who wants the sequence because it presents well internally. A sequence deck is a beautiful object, and the results match a good two-film reach plan more often than this industry admits, so we would rather you spent the money once and deliberately.