Take Your Storytelling to the Next Level: Creative Best Practices for Sequential Ads

Sequential advertising is a storytelling power tool that gives you the ability to control how listeners experience your brand campaign Through sequentially targeted audio ads you can map out an entire storyline that will trigger new messages based on whether someone has listened or clicked on a previous adSo what are the best practices for sequential audio advertising Here are a few things to think about to captivate listeners with your brandMap Out the Story Sequential audio gives you the opportunity to create an intriguing story that builds over time and leaves the listener wanting more Think through your messaging strategy and let the creative flow from there Some thought starters includeWhat is the end goal Describing an offer promoting a hero product or walking through an entire product suiteWhat would be most effective for the listener to hear first Think educational vs creativeHow do you build upon the first ad You can introduce a new product or remind them about the firstHow do you close the deal Close with the same strong CTA or change it with each spotThink About Length and Frequency Since you have more than one chance to tell your story make it count The creative should be designed based on how many times a listener will hear the ad Typically 3amp82115 creatives are a good place to start but of courseamp8212it depends on the campaign goals budget and overall strategy For example the first ad a listener hears could be longer providing more insight into the product and capabilities while the following ads could be shorter and increase in urgency to create that FOMO feeling that makes the quotbuy nowquot button seem so much more attractiveTogether but Separate On the storytelling note each spot should feel like part of one campaign that progresses But remember listeners may not always remember the most recent ad or need a refresher if your brand is not as wellknown Make sure that each ad can stand on its own while aligning to the common theme of the overall campaignTo put it all together imagine You39re a large CPG brandAD 1 Your consumer starts their day with some wakeup jams where they hear your first ad for cleaning sprayAD 2 Later that week as they39re listening in their house they hear about your detergent and fabric softener products that includes the same CTA as the first ad linking them together and setting the stage for the story to continueAD 3 As the week continues they hear another shorter ad for disinfecting wipes that communicates the urgency to buyJust like two friends would carry on a conversation you build a story and connection with the listeners that continues throughout the week Your products will be topofmind as they clean up spills do laundry and go through their regular routinesReady to take your current audio strategy to the next levelamp160 To learn more read about our other audio best practices and advertising capabilities here wwwpandoraforbrandscomOriginally published on Pandora for BrandsClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Take Your Storytelling to the Next Level: Creative Best Practices for Sequential Ads

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Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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