Signals Episode #7: How to Design YouTube (and Other Video) Ads That Capture and Keep Students’ Attention

On this episode of Signals, Zach sits down with Ian Dunne, CMO and Creative Director at ReRoute to chat all about how to earn, capture, and keep the attention of prospective students on your school’s video content. Before venturing off to ReRoute, Ian spent several years working in marketing at William Peace University in Raleigh-Durham. Zach asks Ian questions like:Can you talk to us about a few specific “creative lessons learned” or “insights garnered” during your time working in higher ed marketing?  Were there any specific experiments or A/B tests you ran that stand out in your mind as “noteworthy”?  When it comes to video advertising, specifically launching on YouTube, do you have a favorite framework that you use during the strategy and execution of the campaign? When you think about colleges and universities that kick butt when it comes to creative advertising, messaging and position,  which schools come to mind?  Bonus points if they’re not a Top 20 school… What’s one or two pieces of advice that you’d give industry leaders about how to think about building marketing teams over the next 3-5 years?  What roles/functions should in-house marketing teams at colleges and universities play in the coming years? You can connect with Ian on LinkedIn or learn more about ReRoute and its offerings on their website. Signals is a podcast collaboration between Glacier and Enrollify. This special series on the trends, indicators, and Gen-Z behaviors shaping the future of higher ed digital advertising.  Join Zach Busekrus, Founder of Enrollify, and Matt Diteljan, Co-Founder and CEO of Glacier, a digital advertising agency specializing in youth marketing and higher education, for a timely conversation about the future of advertising in higher education. Learn more about this episode in our show notes. - - - -Connect With Our Host:Mallory Willsea https://www.linkedin.com/in/mallorywillsea/https://twitter.com/mallorywillseaAbout The Enrollify Podcast Network:The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.