Sequential Ads – Everything You Need To Know
What Is Sequential Advertising?
Basically, it’s a method of showing your targeted audience a series of storytelling step by step ads, that advertise and explain your product with a narrative flow.
It’s in many ways harder and more advanced than just rotating ads since it uses technology to determine which ads someone has already seen and automatically serves up the next one in the series.
That includes jumping from one device to another and not viewing the same ads. Using sequential ads you avoid the situations when your ad is repeatedly shown to your audience thus spamming them and making the contra-effect than originally desired.
Overall, it’s a complicated process to implement but it’s sure worth the trouble since it’s a more effective way to deliver the right message, to the right person, at the right time.
When To Use Them And Why?
Establishing Brand Awareness
Sequential ads are an opportunity for less well-known brands who need to build their product awareness as well as the companies that are selling a complicated product or service that’s difficult to explain just in one ad.
The storytelling structure is perfect for the later one since it doesn’t bomb you with all the product information at once.
The most common practice is to serve the sequential ads to the people who’ve already shown an interest in your products.
You can create a group of customers who discovered your brand but they didn’t convert so far.
Benefits Of Sequential Ads
A deeper connection between you and your audience
This advertising method is very suitable for those looking to make a deeper connection between their product and customers.
Basically, every engagement or click a customer makes results with the next ad in the sequence being sent to the consumer creating a deeper and compelling dialogue.
Unlike roadblock advertising where the messaging is consistent, sequential advertising is a series of messaging which on occasions rely on the audience seeing or engaging with previous advertisements.
In essence, each view, engagement or click with sequential messaging informs the next message to be sent to the consumer creating a deeper, unique, and compelling dialogue.
Better Conversion Rates
When advertising is focused on lead nurturing rather than plain user acquisition it’s reasonable to expect higher conversion rates.
Sequential ads provide a way to better way to connect blog posts (or other forms in which the prospect gets familiar with the product) with advertising.
That’s how they offer more relevant ad messaging based on where a prospect is within the buying cycle.
The beauty of sequential advertising is that it’s perfectly applicable to every major social network. Here, we’ll give a few examples as follows:
For a social network based on photos and stories, sequential advertising is a perfect fit. That’s why Instagram is the best place to try this method and get acceptable results.
Facebook also offers the possibility of sequential advertising. You can schedule and show up to 50 different ads to the same audience at the desired time according to your preferences.
Find out more about facebook sequential ads here.
In 2017, Snapchat introduced sequential ads as a new advertising method. Snapchat’s video ad product allows brands to show a number of 10-second video ads.
This method of advertising is perfect for major entertainment brands like Sony Pictures and Universal Pictures that are already using Snapchat’s sequential ads.