21 Aug 2023
Ad sequencing allows you to serve a planned sequence of ads that tells users a story across their purchase journey.
Each ad group contains exactly one ad; ad group-level targeting is not available. Ad level is where you choose which video you want at each step of the sequence.
Pausing an ad group/ad will cause the following ads in the sequence to stop serving. Changing videos during a sequence will cause some users to miss or repeat steps – this will also result in reports and lift studies being inaccurate.
How they work
We are naturally captivated by great stories. Ad sequencing helps create a memorable experience for your target audience, assisting in decreasing ad fatigue.
User interactions that prompt a sequence to begin are:
Impression: the ad was served
View: the user watched at least 30-seconds (only for skippable in-stream ads)
Skip: the user clicked skip ad (only for skippable in-stream ads)
Through our own testing, we have found that ad sequencing drives as much as a 55% uplift in brand awareness, compared to just 9% for skippable in-stream ads.
Start testing and measuring uplifts with brand lift studies. There are lots of structures to explore – here are a few templates to start testing:
Introduce and reinforce (2 steps)
long video → short video
Prompt and inspire (2 steps)
short video → long video
Attract and direct (3 steps)
short video → long video → short video
Engage and differentiate (4 steps)
short video → short video → short video → short video
If you have any questions, get in touch with our team for support.