Key Takeaways
- •The Problem: Most ads are disjointed. Users see 'Chapter 3' before 'Chapter 1,' breaking the narrative journey.
- •The Solution: You must treat your ads as Episodes in a story. You need a technical way to ensure the audience sees them in the correct order.
- •The Benchmark: 70% Audience Penetration. We don't rotate to the next Episode until 70% of your targeted audience has seen the current one.
- •The Tactic: Use the Frequency Squeeze (30 imps/week -> 3 imps/week) to force this saturation quickly, then maintain it.
The Problem: Narrative Consistency
Most B2B ad campaigns fail because they lack Narrative Consistency.
You might have 5 great ads that tell a compelling story. But if your target accounts see Ad #3, then Ad #1, then nothing for a month, you haven't told a story. You've just created noise.
Reach is meaningless if it's random.
To build influence, you need to control the sequence of consumption. You need to ensure that your target audience—the entire buying committee—is moving through your narrative journey together.
The Goal: 70% Audience Penetration
This is the core metric we use at Ampy. It refers to the percentage of your matched audience segment that has been exposed to a specific piece of content.
The Rule
We do not rotate to the next message until the current one has reached 70% Audience Penetration.
Why? Because if you switch messages too early, you leave half your audience behind. You end up with a fragmented market: some people know your problem statement, others only know your pricing, and no one understands your full value.
The Strategy: The "Frequency Squeeze"
How do you guarantee this 70% penetration without taking months? You use a dynamic frequency strategy we call the Frequency Squeeze.
It solves the tension between "getting seen" and "being annoying."
Phase 1: Saturation (The Sprint)
SETTING
30 Imps / 7 Days
When we launch a new Episode, we set frequency high to break through the noise.
GOAL
70% Audience Penetration
We are "sprinting" to get 70% of the audience to see this chapter of the story.
Phase 2: Maintenance (The Marathon)
SETTING
3 Imps / 7 Days
As soon as 70% is met, we drop frequency drastically. We don't stop the ad, we just lower the volume.
GOAL
Retention & Alignment
Maintain share of mind while budget is freed up for Episode 2.
The Result: A Sequenced Cohort
By automating this squeeze for every single episode, you create a "Rolling Cohort" effect:
Episode 1: The Problem
Audience is saturated with the problem statement.
Episode 2: The Solution
As Ep 1 moves to maintenance, the audience is saturated with your solution.
Episode 3: Social Proof
As Ep 2 moves to maintenance, the audience is saturated with proof points.
Instead of a scattered mess of impressions, you have a synchronized audience moving through a clear, logical story.
Automating the Journey
Doing this manually is impossible. You can't log in daily to check "Audience Penetration" rates for every campaign and toggle frequency caps by hand.
Ampy automates this entire workflow. We track the penetration metric in real-time. When the 70% trigger is hit, we automatically squeeze the frequency and queue the next episode.
You simply write the story. We ensure they read it in order.
Ready to Sequence Your Story?
Stop burning budget on random reach. Let Ampy manage your narrative journey automatically.
Start SequencingAbout the Author
Karl Newlin is the Founder & CEO of Ampy. With 12+ years in B2B Demand Gen, he pioneered the "Story Arc" methodology for LinkedIn ABM.
He helps B2B revenue teams turn executive thought leadership into targeted pipeline using Account-Based Influence.