What are Script branches and when should I use them?

Script branches should be used when a campaign includes scripts that are significantly different from one another in terms of layout or structure

While it is possible for individual viewers/listeners to experience very different versions of a personalised ad built using Studio each version, typically, will have a similar structure.

However, the Branched feature, provides the opportunity to create multiple scripts that use completely different templates or structures.

For example - imagine an advertiser who has created three different ads for a new smartphone:

• One script is targeted towards viewers/listeners who are experiencing the ad using a device manufactured by the advertiser and so the messaging is intended to encourage the viewer/listener to upgrade. This script has sections that are personalised using Time of Day, Weather and Rotate.
• Another script is targeted towards viewers/listeners who are experiencing the ad using a device not manufactured by the advertiser and so the messaging is intended to encourage the viewer/listener to switch manufacturer. This script has sections that are personalised using Day of Week, Location and Rotate.
• The final script is targeted towards people where their current smartphone manufacturer is unknown (perhaps they are viewing/listening on a desktop/tablet). This script has sections that are personalised using Weather, Location and Rotate.

In this example, it would make sense to create a single Script with three branches. The Device Operating System Rule would be applied to the branch so that viewers/listeners using the Operating System built by the smartphone manufacturer  would hear the first script, viewers/listeners using another Operating System would hear the second script and all other users would hear the final script - all via the same VAST tag.

There may be times where it is appealing to use the Branch feature for campaigns that do not use multiple, structurally different scripts but this should be avoided where possible because:

• If the script requires any updates, the same edits may need to be applied across multiple Branches
• The Analytics are more difficult to understand and interpret