Creativity is a critical driver of advertising impact and can benefit businesses over time: a creative idea is memorable and effective. Yet advertisers have to work harder to push their creative ideas through a cluttered, personalized media environment. As a result, advertisers are constantly striving to get the most impact out of their creative investment. As we know, Relative to linear TV and other traditional advertising channels, digital media afford more control to customize what creative is served based on an individual’s browsing history and the specific programming watched. However, perhaps less utilized (and explored), the digital medium also offers control over the order in which creatives are presented.
Recent research by Ipsos Media Development indicates that advertising is more effective when creative assets are linked and delivered in sequence. This allows brands to tell a more elaborate, more memorable story by moving viewers along a planned sequence of content. This article will present data that shows that the sequencing approach results in a significantly stronger impact on key funnel metrics such as awareness and purchase intent as well as ad recall and message retention.