Home  › Stats
sequencingads

Sequencing Ads More Effective Than Call-to-Action Messages [Study]

  |  July 15, 2014   |  Comments

A joint study by Facebook, Adaptly, and Refinery29 shows that sequencing ads result in more conversions than call-to-action (CTA) messages. So how can marketers improve their sequencing ad strategy?

As marketers strive to find the best way to engage consumers, a new study from Facebook, lifestyle website Refinery29, and social media advertising technology company Adaptly suggests that sequencing ads could be a viable solution.

The study reveals that sequencing ads engage consumers more effectively than sustained call-to-action (CTA) messages. When personalized, sequencing ads, which were delivered during the research period of May 2014, increased overall view-throughs by 87 percent, and conversions by 56 percent.

The research is based on a controlled experiment where Adaptly conducted a campaign in Facebook's News Feed to encourage users to sign up for Refinery29. Facebook and Adaptly worked together to build an audience consisting of more than 2 million Facebook users, and then separated the audience into three treatment groups: a sequenced group, a sustained CTA group, and a control group. Refinery29 then designed three different creatives for each treatment group.

The sequenced group was delivered ads across 12 days, and split evenly down the marketing funnel: top of the funnel ad for brand message, middle for consideration, and bottom for CTA, as shown below:

sequencingads1

In the sustained CTA group, each of the three CTAs was delivered for four days, to a similar sized audience, with similar bidding strategies to the sequenced group.

sequencingads2

The findings show that compared to the others, the "consideration" creative, the mid-funnel in the sequenced group, saw the most view-through and engagement with the landing page, followed by the first ad in the sustained CTA group.

Additionally, results show consumers are more likely to be converted if they are exposed to the full marketing funnel - for example, Facebook users who saw all three ads in the sequenced group were converted at higher rates than those who saw just one or two of the ads. And consumers who saw just one of the ads were more likely to be converted than those who saw no ads at all.

sequencingads3

"Multiple ad exposures always outperformed a single ad exposure," says Sean O'Neal, president at Adaptly. "And in all scenarios, the sequencing ads which walked consumers down the brand funnel outperformed the sustained CTA ads."

So how can marketers keep consumers' attention throughout the sequencing ad journey, from awareness to consideration to conversion? The best practice, according to O'Neal, is to deliver a very specific message for each stage of the marketing funnel.

"Upper-funnel messages should focus on generating awareness of who the brand is and what it stands for; mid-funnel messages should focus on generating consideration by delivering more information about the brand; and lower-funnel messages should focus on driving an action, like signing up for or purchasing a product," he tells ClickZ.

Homepage image via Shutterstock.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...