• by Gavin O'Malley  @mp_gavin, July 22, 2005

On the theory that three ads are better than one, Gannett Co.'s PointRoll recently launched an ad sequencing feature that allows clients to control the progression and delivery of multiple ad units all within one campaign over a set time frame. The tactic, which is believed to deepen the user experience, has been applied by rival rich media shops for some time.

Since its initial launch, PointRoll has put sequencing to use for the Gatorade Company's Propel beverage brand. "For the Propel campaign, sequencing was crucial to make sure the interaction between the brand and the consumer would be as layered and riveting as possible," Andy Ellenthal, PointRoll's senior vice president of sales, said.

With PointRoll's sequencing capabilities, advertisers can set up campaigns to deliver unique messages based on user interaction, as well as user exposure. For example, an advertiser can deliver a message focused on data collection. Once the user completes the data form, the follow-up creative can focus on a branded message. In this way, the level of requested interaction as well as the message is tailored to each user. Propel and Target have used sequencing during the beta test period.

PointRoll also supports time-based sequencing, so advertisers can specify a period of time after which the sequence automatically starts over for a user. For example, if an advertiser sets a 24-hour sequence, every 24-hour period a user would receive the sequence from the beginning--no matter how far through the sequence they were during the prior 24 hours. The time period can range from one hour to several months, depending on the specific campaign objectives.

Other Internet companies, such as 24/7 Real Media, offer similar tools, all of which rely on cookies to function properly.