News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Study: Sequenced ads outperform sustained CTA messaging
Sequencing ads may be the answer for some brands. That's the key takeaway from a new study out from Adaptly which found sequenced ads targeted to individuals increase view-thrus by 87% and conversions by 56% when compared to sustained call to action messaging.
Researchers with Adaptly looked at how, in a Facebook newsfeed campaign, how sequenced ads performed compared to sustained CTA ads. To create their pool, they created a custom audience from Refinery29s email subscriber list and then created a 'lookalike' audience based on Facebook data. From there, the researchers created 3 creatively tailored campaigns; for the sequenced campaigns, ads were split across top, middle and bottom of the funnel while the CTA campaign used similar bidding strategies across a 4 day campaign.
"As fundamental as this question is, it's amazing that so little has been published on the topic of sequencing vs. sustained messaging," said Nikhil Sethi, CEO at Adaptly. "And although the research findings might sound like an obvious outcome, some advertisers may find it counterintuitive to elongate a campaign as a way to more gradually bring their audience through the purchase funnel, rather than more immediately delivering a call-to-action. But we have proven that this classic brand-building approach it is both effective and efficient, even for direct response advertising."
What they found was that the sequenced ads had the most view-through to the campaign landing page with the first CTA message coming in second.
"Quality and engagement are critical when developing a customer-base with real lifetime value," said Melissa Goidel, chief revenue officer at Refinery29. "By telling the Refinery29 story during the acquisition process, and building awareness and consideration before driving to conversion, we were able to increase our return-on-investment and ultimately acquire a more informed and qualified subscriber."
Image via Shutterstock
- Black Friday UK predicted to break £1bn in online sales
- Smaato: Spending on mobile web ads soars
- Study: What consumers really want from loyalty programs
- Top 4 Tips to Manage Relationship Between Developers, Marketers
- Android steadily catching up Apple on opens and clicks in E.U.
- Survey suggests increasing interest in e-gifts
- Referral key way in which marketers find SEO services
- Social Roundup: Rolling out for Instagram
Featured White Papers
- 7 Trends Impacting How We Use Digital Assets
Download this new Adobe white paper to discover the seven trends impacting how digital marketers create, manage, deliver, and optimize...
- The Retail Marketer's 2015 Holiday Playbook
Download this ebook to learn how to increase Average Order Value, drive last minute purchases, increase sales, extend in-store shopping...
- 3 Tactics to Increase Influence on Your Consumer's Complex Path to Purchase
Consumers are No Longer Predictable, and their Path to Purchase is No Longer Linear......
- What Your Website and a Great Book Should Have in Common
With real-time personalization, your website can share many of the same characteristics of a best-selling novel - including the ability...