1. Target the consumers you want, and engage
them on products and services they need
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Retargeting: theory, ideas and case studies
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2. What is retargeting?
• Advertising technique that engages / re-
engages a specific audience.
• Delivering messages on general sites to users
that did specific action
• Tracking consumers' behaviors while get in •2
contact with your scripts
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– Activation script
– Deactivation script
3. Key factors for success
• Identifying interested users
• Engaging creative
– Retargeting creative should engage user and
build loyalty
– Specific message
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• Big campaign reach
• Continuous recruitment for retargeting cookie •3
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data base
4. Types of retargeting
• Site retargeting
– Most used retargeting type
– Retargeting script is placed in advertiser website
– About 98 % of the visitors will leave the site without
conversion
– Build and retain customer interest during the
consideration phase •4
> reach prospective consumers as quickly as
possible before they buy from a competitor •4
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> target them repeatedly throughout the
consideration phase
5. Other retargeting types
• Survey retargeting
• Creative retargeting
• Search retargeting
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• Third party tools (car configuration, loan •5
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calculator)
6. Campaign Reach
• Publishers using AdOcean adserver
– One activation script for all accounts
– Each publisher define retargeting in his
account
– Banners displayed only to activated cookies
• All publishers on the market
– AdOcean is used as a Agency adserver •6
– Backup banners are needed •6
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7. Wizzair case study
Campaign goal (Hungary): to increase the sales of the airplane
tickets.
• Retargeting goal: Contact users who visited
wizzair.com site but did not make the purchase
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• Results: total amount of campaign impressions
contained 0,3% of retargeted ads.
44,61% of all orders came from retargeting,
which proved to be more effective than regular
formats.
For retargeted ads the measured click -through
rate (CTR) was three and a half times higher than
for regular formats •7
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2 creative formats, caping 2 / 1
8. Swedbank case study
Campaign goal: To reach internet users who are business owners
but not yet Swedbank clients and not to disturb the existing clients.
On Delfi:
• Retargeting goal: Comunicate with
potential clients
• Results: 27 833 filled, 8 129 activated
6 178 users contacted (76%)
average UCTR = 2,36%
top layer UCTR = 14,21%
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4 creative formats, caping 2 / 1 •8
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9. HT milk case study
Campaign goal: To inform and educate about the advantages of HT milk
as well as it’s significance in diet by using an interactive form of
advertisement
On Delfi, Apollo, Adnet:
• Retargeting goal: Communicate with those
who has interacted
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• Results: 55 000 filled (RR=18%)
50 000 users contacted (91%)
average billboard UCTR = 0,78%
no capping •9
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