Sequential Advertising
February 16, 2009 by Benjamin Christie
Advertisers who want to make an impact and create a deep relationship with their target consumers may want to look a sequential advertising as a strategy for their next advertising campaign. Similar to roadblock advertising, sequential advertising is a tactic used to tell a story or to continue an advertising message through a users visit.
With road block advertising (sometimes referred to as sponsorship) all the available ad spaces are taken by the campaign. The slight difference with sequential advertising is that we can roadblock on every page or site the consumer visits within the network. Or we could limit the roadblock to an advertising unit such as an Island (MREC 300 x250). The key is creating a sequential advertising story, not forcing the same message on each page to consumers.
An example of a sequential advertising campaign could be with video in an island ad unit. When a viewer clicks to play the video it plays then stops with a call to action. If the user doesn’t click the call to action but goes to a 2nd page on the website, the island ad unit serves the next video in the sequential advertising campaign to continuing the advertising story or key messaging. Concurrently every other ad unit is loaded with a static ad unit re-enforcing the call the action.
So apart from simply running sequential advertising across just one site, sequential advertising can be run across an entire advertising network. So even if the users doesn’t visit the second and third sites in the one session, the user still can be served the entire sequence during the period of a campaign.
Running a sequential advertising campaign does require a little planning (probably by your advertising agency), but when implemented across an entire network such as Gourmet Ads, sequential advertising can be a very effective advertising tactic to gain engagement and consumers.
To learn more about Sequential Advertising or to request an advertising proposal, contact Gourmet Ads.
Blog Tags
advertising, advertising agency, advertising tactics, engagement, media buying, media planning, online advertising, OTP, over the page, over the page advertising, roadblock, roadblock advertising, sequential advertisingCategorySocial Bookmarks
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