A -  B -  C -  D -  E -  F -  G -  H -  I -  J -  K -  L -  M -  N -  O -  P -  Q -  R -  S -  T -  U -  V -  W -  X -  Y -  Z - 



The digital marketing glossary > S > What is Sequential advertising definition?

What is Sequential advertising definition ?

Sequential advertising is the process of showing different ad creatives to a single user in a precise order. Each creative may be shown one or several times. An ad sequence can be displayed within a same session, across a single site or across a network for several days.

Sequential advertising is done by the way of cookies and capping practices and is managed at ad server level.

It can be a simple pre-established sequence or a complex scenario based on user’s interaction and history. Sequentail advertising can be especially valuable for site-retargeting campaigns.

Sequential advertising has many benefits:

- it limits banner fatigue
- it allows advertisers to tell a story (story telling / storyboarding)
- it allows to change and multiply selling point
- it can be adapted to user’s ad interactions (click, engagement,..) and history (site retargeting)

It has also some limits:

- creative 2 may be displayed without user having really seen creative 1
- users can feel to be stalked

 
Published on Wednesday 2 January 2013, mis a jour le Friday 26 July 2013 (Authors)