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