PointRoll Adds Sequencing to Campaigns

NEW YORK Rich-media provider PointRoll said it would allow advertisers to sequence their campaigns, showing online viewers a progression of messages based on how many times the ad had been viewed and whether there had been interaction.

Omnicom Group’s Tribal DDB is using the sequencing capability for a campaign it is running for PepsiCo’s Propel fitness water. Internet users will see different creative if they previously registered to receive a coupon from the Propel Web site. Registered consumers will see a branding message, not a coupon call to action.

PointRoll said the capability could also be used to keep creative fresh and effective for individual users, rather than showing the same progression of ads over a set period of time. The firm said it would allow advertisers up to 20 iterations per campaign. Sequencing is available for all PointRoll rich-media formats, which include expanding and floating ads.

Last month, Gannett struck a $100 million deal to buy Fort Washington, Pa.-based PointRoll.