Ad Sequencing Extends the Conversation and Drives Lift!
Earlier, we spent some time discussing the difference between retargeting and sequencing. Now, I wanted to share some highlights of a recent analysis we did here at PointRoll to determine just how effective Sequencing can be for improving performance of a marketer’s digital ad campaign.
SPOILER ALERT: The punchline is — no surprise when you consider how much more personalized the advertiser/audience interaction can be when using this technique – Sequencing is extremely effective!
As you’ll see in our analysis, all key rich media metrics evaluated improved significantly when comparing campaigns from advertisers who used both Sequenced and Non-Sequenced strategies:
- Higher Interaction Rate – Average Interaction Rates from campaigns that used Sequencing were 48.7 percent higher than the Interaction Rates from Non-Sequencing campaigns.
- Higher Time Spent – The average Time Spent interacting with the ad (brand time) from campaigns using Sequencing was a substantial 56.3 percent higher than Non-Sequenced campaigns!
- Higher Click-Through Rate – Not to be left out, the average lift for Click-Through Rate for Sequenced campaigns was 42.9 percent higher than Non-Sequenced campaigns!
We’re all about improving the communication effectiveness between advertisers and their customers, and we’ve got solutions ranging from simple to complex. Of all of them, Sequencing has become one of my favorites. Not only is Sequencing extremely effective at personalizing those precious touch points with existing and potential customers, but it’s accessible to all advertisers, large and small. It gives advertisers a cost effective way to optimize multiple exposures, while at the same time keeping creative fresh and eliminating creative burn-out, while saving costs and resources in the creative production process. It also allows a marketer to span the entire marketing funnel, starting with branding and moving to direct response, within a single campaign!
Check out a few of these great examples below to show some innovative uses of Sequencing:
SEQUENCING CAMPAIGN EXAMPLES:
Tour Customized Destinations: Shows a custom entry page with an introductory ad, which links to other customized pages containing subsequent ads that offer different messages based on previous user activities. This was a fully immersive experience and is one of this year’s
http://www.pointroll.com/ALPO_Walk_Entry/
http://www.pointroll.com/ALPO_Walk_Destination/
Different Offers:
Shows different offers such as coupons or contests based on the number of served impressions, allows the campaign to span branding and awareness to lower-funnel /direct response.
http://www.pointroll.com/Daisy_CottageCheeseSummer_Coupon/
http://www.pointroll.com/Daisy_CottageCheeseSummer_Contest/
Different Display Formats: Shows different formats such as pre-expandable or expandable ad units based on the number of served impressions; starts off with a big impact, then messaging becomes more subtle.
http://www.pointroll.com/MSI_ScienceStorm_PreExpandable/
http://www.pointroll.com/MSI_ScienceStorm_Expandable/
http://www.pointroll.com/MSI_ScienceStorm_Flash/
Increasing Coupon Value:
Shows a coupon offer that escalates as the user interacts with each additional ad. Helps the advertiser find each user’s individual pricing curves, smart!
http://www.pointroll.com/ALPO_Walk_Coupon1/
http://www.pointroll.com/ALPO_Walk_Coupon2/
http://www.pointroll.com/ALPO_Walk_Coupon3/
http://www.pointroll.com/ALPO_Walk_Coupon4/
Move Users down the Purchase Funnel:
Shows messaging that changes aimed at different levels of the purchase funnel such as awareness, selection and purpose based on the number of served impressions.
http://www.pointroll.com/Intel_Canada2008_Awareness/
http://www.pointroll.com/Intel_Canada2008_ShoppingAssistant/
http://www.pointroll.com/Intel_Canada2008_BuyingGuide/
http://www.pointroll.com/Intel_Canada2008_BuyMDG/
http://www.pointroll.com/Intel_Canada2008_BuyFutureShop/
For more information, read the Sequencing research.
