Sequential ads are an online advertising tactic that I’ve seen mainly in display banner advertising. The idea is to show a different ad, one after another to either tell a story, or to push a user further down the purchase funnel. I’ve seen it work in display because users can become more engaged with a campaign. Recently, I’ve had more and more clients as me, “Can it be done for video?” My answer – absolutely! However, there may be various reasons why we haven’t seen this tactic executed yet. For instance, it’s likely many advertisers don’t have multiple 15 second or 30 second spots to execute this strategy. But if they do, sequential video ads can be more effective than a standard video campaign and this tactic is easier than you might think.
Like display/banner advertising, it involves basic re-targeting capabilities and a smart ad serving engine. Here are some questions you should consider asking your client to determine whether this tactic is best suited for their ad campaign.
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