Now available in Google Ads: Video Ad Sequencing

Video ad sequencing allows you to generate a broader narrative than can be achieved by displaying a single ad in isolation. This tool was launched at the beginning of the year and is now available to all users on Google Ads.

Video ad sequencing makes an impact for brands of all sizes, industries, and marketing objectives. According to a recent Google study, this format contributes to a significant improvement in ad completion rate. Also in another study carried out with Ipsos, it was found that the six-second video sequences and TrueView ads generate a significant impact on the recall of the ad and purchase intention with an average incremental of 118% and 40% respectively. (Source: Google-Ipsos Lab Experiment, United States, March 2018.)

Also different types of creative pieces can generate different results. Specifically, it was found that sequences using the same creative piece cut out in different ways contributed to improving metrics more associated with the mouth of the funnel, such as ad recall.

On the contrary, using different creative messages is better to generate actions such as purchase intention, using this last methodology generated an increase of 67% compared to the use of a single creative piece used repeatedly.

According to Google, 20th Century Fox used video ad sequencing for the "The Great Showman" trailer and got a five times stronger response compared to overall industry results.

It seems to me a very interesting format since nowadays we all consume small pieces of information: Snaps, tweets, stories etc. Being able to receive a longer message across different platforms is a good opportunity to stand out from the noise.