In what could be a good answer and alternative for adverisers reaching consumers watching video online, Heavy.com is about to roll out a new initiative they're calling "sequential advertising," which will offer marketers the opportunity to run a series of ad spots during a video program or block of content.
Heavy co-CEO Simon Assaad said, “We’ve seen a real problem with some advertisers. They want a deep relationship with users, but you can get really worn out watching the same piece of creative again and again. With the sequential ads, its still a relatively interesting experience for users.”
All this is saying is an advertiser will now be able to bring their message to viewers through a variety of different ads that promote their brand, instead of using only one ad that viewers eventually will ignore or tune out - or worse, get irritated with.
Assaad added that in the beginning, this type of advertising “is really for a fairly sophisticated advertiser with fairly significant assets. This is for somebody that is making a commitment to the space.”
Like everything else, early adopters will experiment and work the kinks out of the system.
The thought of offering a variety of ads that focus on the same brand is a good idea to me. We are still in the infancy of finding out what will work best online, and like a lot of things, it probably will result in more than one answer.
With "sequential advertising, there are a ton of things that could be tried to see what works best certain situations. Heavy is already thinking of the possibility of putting some of the characters on the site into the ads of brands, which would essentially mirror how custom advertising is presented in magazines. They're also looking at embedding the brands in the original content of the site.
This is definitely worth keeping an eye on and following how it works for Heavy and its advertising partners.
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