When you use two or more audio ad units in the same ad, TAP's default behavior is to select one randomly when the ad plays. However, if you prefer to give one ad unit a higher priority, use percentage (weighted) or sequential distribution. This is useful, for example, when setting up filler flights or if you have a number of ads that you want to play in a particular order over the course of a user's listening session.
Percentage (Weighted) Distribution
Percentage (weighted) Distribution rotates the ads based on a percentage weight. By default, TAP gives equal weight to all creatives in a multi-creative set, which results in random rotation. However, if you prefer some creatives play more than others, you can change their relative weights. Note that for a random distribution, there is always the possibility that the same creative will run twice (running the second time after the frequency cap is reached) due to chance. This likelihood decreases as you add more creatives to the flight.
To set a percentage order:
Load two or more ad units into the ad group.
Select the group and go to the Distribution tab.
Select Percentage.
Enter the relative percentages you prefer for each ad unit. The total must add up to 100%. For example, you can enter 70% and 30% for two ad units, or 20%, 20%, and 60% for three ad units.
Save your changes.
Be sure that your percentage distribution values add up to 100%.
Sequential Distribution
Sequential distribution lets you arrange a series of ads to be delivered to a unique listener in a specified order, each building on the previous one to tell a story or achieve a goal. Triton identifies a unique listener based on the Listener ID.
The sequence order is set when the listener connects. If Triton Digital recognizes a unique Listener ID when a listener reconnects after a disconnection, the order continues where it left off on the previous connection. Changing listening location resets the sequential order back to one, so use sequential rotation with care; it is very likely that the first creative will get much more airplay than those later in the ordered list.
Sequential Distribution does not work for ads over the course of a downloaded podcast episode (e.g., pre-roll, mid-roll, post-roll) because the full episode is downloaded with all placements to a user's device at the same time.
To set a sequence order:
Load two or more ad units into the ad group.
Select the group and go to the Distribution tab.
Select Sequential.
Drag and drop: grab a creative and drag-and-drop to arrange into the sequence that you prefer.
Benefits of using sequential ordering include:
Extend the messaging; Deliver a comprehensive message across multiple ads (e.g., automotive - many features for a new car).
Reduce creative fatigue; Present unique messaging with each ad to improve engagement.
Highlight a call-to-action; Vary your ad messaging to ensure your call-to-action resonates with listeners.
Enhance brand recall; Build upon previous ads to reinforce brand attributes and messaging.