Video Ad Sequencing (VAS) is a recent addition to the Google Ads video campaign types that allows advertisers to, “…tell your product or brand story by showing people a series of videos in the order that you define.” But it is really a lot more.
Video Ad Sequencing[1] can be used to take your target audience on a video journey based upon, to a limited extent, their behavior. By telling a story VAS lets you drive deeper awareness, engagement, and consideration.
Examples of Video Sequencing usage
Let’s say you want to let people know about “Five key elements of your product” and why it makes you better than the competition. With VAS, you can effectively ensure that potential customers see each video, in a set sequence.
We used VAS with one of our clients which had one long-form video that was just too long to capture the short attention span of users on YouTube. So, instead, we split the ad into five short vignettes, each with a quick intro and value-prop within the first five seconds (which is the non-skippable length of a video ad) to ensure our message got out before a user could skip the full 30-second video. We then set up a VAS campaign that would show these ads, in sequence, so that users would see the full story and all of the value that the product could offer.
What’s great about VAS is that you can go beyond a flat sequence and actually vary the content a user sees, depending on how they interact with each video in the sequence. For example, let’s say a user skips your first ad, rather than having them continue through your sequence, you can say, show them an alternate video outside of your sequence. If they skip that