Retargeting

1. Personalized
Retargeting
Driving revenue
through personalized
user engagement

2. GRAVITY R&D`S MAIN FEATURES
Recommend the most interesting
content to your users
Re-engage and convert high-intent
prospects with personalized banners on
sites you advertise on
Unlimited number of custom landing
pages generated real time and
automatically (PPC and Adwords
automatization tool)
Personalized
Recommendation
Send personalized newsletters,
transactional emails and email alerts
Personalized
Retargeting
Newsletter
Personalization
Rank search results based on personal
interest, predictive search
Smart Search
Dynamic
Landing Page

3. The Data We Collect

4. RETARGETING SOLUTIONS
• Banner optimization
 in cooperation with advertising networks
• Pre-targeting + re-targeting on 3rd party sites
 requires onsite integration
• GDN campaign optimization
 Gravity is a certified Google partner for GDN campaign optimization
for CEE region

5. BANNER OPTIMIZATION
• Goal:
 reach higher CTR (higher prized ad campagin; AV based)
 minimize AV to reach target CT (save display cost)
 ad network can sell more campaign for the same display purchase
• Content: ad portfolio of an ad network
• User identification: ad network cookie
• Information used:
 Displayed banner
 Page content information
 Clicked banner

6. RECO database
Integration with ad networks
User behavior
tracking w/ ad
network
cookie
ad catalog
ad display ad optimization
Everything about the integration process:
https://developers.gravityrd.com/display/DEV/Integration+Overview

8. Pre- and retargeting
• Goal:
 reach higher CTR with personalized offers on 3rd party sites
 exploit on-site user behavior on 3rd party personalized
banner display
 increase CTR and conversion
 acquire new clients
• Content: products or creatives of site owner
• User identification: site id + Gravity cookie
• Information used:
 Displayed banner
 Page content information
 Clicked banner

9. Recosys database
User
behaviour
tracking
Design dynamic
banners
Recosys ad server
ad catalog
INTEGRATION
Everything about the integration process:
https://developers.gravityrd.com/display/DEV/Integration+Overview

10. CTR increase by Gravity
1st week
250%
200%
150%
100%
50%
0%
Business objective:
 Improve the click through rate
 30+ million ads served daily
 Creative targeting in 2 zones of a
hub site
% - daily moving average
KPI CTR
Increase
of KPI
On average
110%
Testing
method
A/B (in-house
solution)
Results:
Hungarian market leader
in online marketing
technologies.
Provides 16 billions of ads
on a monthly average.
2nd week
3rd week
BANNER OPTIMIZATION

11. ABOUT JOFOGAS.HU
One of
Hungary’s
leading
general
classified
site
Member of Schibsted
Classified Media Group
7.2 million visits per month
Launched in 2010

12. PERSONALIZED RETARGETING ON 3RD PARTY WEBSITES
16x better CTR
24x conversion
Increase (ad reply)
Pilot Scope for A/B Test

13. Increased Click-Through Rate
Gravity - personalized (%)
Gravity (average) (%)
Gravity - not personalized (%)
Jofogas (%)
7X
16.5X
2X

14. Increased CTR and Conversion (Ad Replies)
 CTR and conversion (Ad Reply) results on jofogas.hu ads (displayed
on a third-party site)
Scenarios
Jófogás – All
Gravity – Average
 Personalized
 Non-personalized
14/31
Ad Reply increase (%)
(conversion)
BASELINE
8.5x
24x
1.7x
CTR increase (%)
BASELINE
710 %
1650 %
190%

15. About ingatlan.com
Nr.1 real
estate site
in
Hungary
Top of mind real estate site in
Hungary
4 million visits per month
17% daily increase in the
number of unique visitors

16. GDN CAMPAIGN PERSONALIZATION
1.8%
1.6%
1.4%
1.2%
1.0%
0.8%
0.6%
0.4%
0.2%
0.0%
Personalized offers for known visitors
Popular ads for unknown visitors
3/29/2014 5/2/2014
Non-personalized (%) Personalized (%) Baseline
CEE’s largest online real
estate advertising
company
Results:
KPI CTR
Increase of KPI
(known)
Up to 26x
Increase of KPI
(unknown)
Up to 4x
Testing method
A/B (in-house
solution)
Baseline

17. Results in Google Display Network
Media buying: much cheaper, easier, flexible
→ CTR: 3x higher
Re-targeting: 8-10x higher
Pre-targeting: 30-50% higher
→ Conversion: 4x higher
→ Take advantage of all GDN
features

18. RETARGETING IN DIFFERENT FIELDS
Increase on CTR (%, Click-Through-Rate) compared to
Advertisements without recommendation (weekly average)
1000%
800%
600%
400%
200%
0%
875%
637%
340%
0 5 10 15 20 25 30 35 40 45 50

19. EXAMPLE OF PERSONALIZATION
Simple banner
(no event)
Personalized
banner

20. FULL CONTROLL: MANAGEMENT DASHBOARD
• Combining algorithms and manual rules
• Campaigns for user segments
• Immediate feedback
• Sophisticated target group
specification for user and item
segments or context
• A/B testing of different rules
• Metadata, context and
behavioral rules

21. DIFFERENTIATING FEATURES
 Our solution delivers directly attributable, immediate
and tangible results
 The heart of our solution are the advanced
recommendation algorithms that provide significant KPI
improvements
We have outstanding experience in various industries
 The unique nature of our solution automatically provides
access to huge amount of user behaviour data that
can be retrieved for a multitude of other marketing
purposes

22. Thank you!
Contact us:
www.gravityrd.com
sales@gravityrd.com
For the latest trends and insights:
www.facebook.com/gravityrd