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Video Sequence - the future of video format

Today, sustainable and inclusive word demand is higher than ever. Consumers no longer just suggest, but they expect it from brands. Therefore, brands are looking for more useful ways to drive change. Now, these changes are very clear in video marketing. Video Ad Sequencing (VAS) is a new type of video format, that helps marketers to build interest, reinforce communication, and create unifying concepts. With video ad sequencing, you can tell your story by showing consumers a series of videos in the order that you want. You can use this kind of campaign to take the target audience on a video journey, drive deeper awareness, engagement, and more.  “A video ad sequence is made up of a series of video ads that you’d like to show to a person. Each sequence campaign is made up of a series of “steps.” Within each step of a sequence is an ad group and a video ad. Most of a sequence’s settings are selected at the campaign level—such as a bidding strategy and targeting—but you’ll select your sequencing rules, ad format, and bid within each of your sequence’s steps. Viewers will see your sequence campaign once it's running and the ads will be shown in the order that you have defined.” says The Google ad help, about VAS.   Multinational market research company Ipsos has shown that advertising is more effective when creative assets are linked and delivered in sequence.  But let’s talk with examples. You want to let people know about several priorities of your products, that makes you better than the competitors. With VAS, instead of one long-form video that will be just too long to capture, you split the ad into several short sketches. Each should have a quick intro and value-prop within the first five seconds (it is the non-skippable length of a video ad).  After that, you set up a VAS campaign that will spread these ads, in sequence, so that users would see the whole story and all of the value that your product can offer. What’s magnificent about VAS is that you can actually change the content a user sees, Using multiple, different ads. According to IPSOS video sequences with three ads increased key message retention by 89% - higher than two repeating ads.  You can see the effective VAS examples here: https://www.thinkwithgoogle.com/feature/youtube-video-sequential-storytelling/