When it emerged in 2013, the market didn't seem to respond to the promise of sequential. That's all beginning to change.
First, what is sequential advertising?
Essentially, it’s a way to show your targeted audience a group of ads by step, with the goal of one day following consumers’ eyes as they jump between devices. It’s different (and more advanced) than rotating ads in that it uses technology to determine which ads someone has already seen and automatically serves up the next one in the series.
So instead of running the risk of someone seeing the 4th ad in your campaign multiple times (hello, ad fatigue), sequential advertising guarantees a person will see Ad 1, then Ad 2, then Ad 3, and so on, even if they’re switching between many devices.
Does it work?
Facebook, Refinery29, and Adaptly held a study that found campaigns that tell a brand story before presenting a CTA were more effective than ads that only focused on a CTA. In fact, according to the study, view-through rates for sequenced ads were 87 percent higher than standard ads.