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I ’ll be

I ’ll be. back. retargeting the consumer. joining in…. A. C. B. … behavioural targeting. slinging. mud. C. Don’t own a Mercedes but have seen the ads. Recently compared models on the site. A. B. D. Already own a Mercedes and actively looking to replace.

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I ’ll be

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  1. I’ll be • back • retargeting the consumer

  2. joining in… A C B …behaviouraltargeting

  3. slinging mud C Don’t owna Mercedesbut have seen the ads Recently compared models on the site A B D Already own a Mercedes and actively looking to replace Has just received online quotation...

  4. one tag • “lets get together…”

  5. 1stimp 2ndimp 3rdimp Prior to Impression Ad Unknown Site Visitor Participant Consumer Behaviour Tracking Pre-Impression, Post-Interaction & Pre-Click • Re-target ads based on previous behaviour across media properties • Cross-sell / Up-sell to maximise ROI • Build valuable user database over time • Who has never visited your site • Who has visited your site • Who is active participant on your site • User interactions determine which ad is shown next in sequence • Encourage user through the decision making cycle • Unlimited creative ‘paths’ help improve conversion rates Prior to Campaign During the Campaign DejaVu Re-targeting Behavioural Sequencing

  6. How behavioral ad sequencing works • The linked sequential example could be adapted as follows: • First Ad - user interacts and chooses music style as their selection • Second Ad – remembers preferences and displays relevant ‘style’ creative • Third Ad – Incentivises user to make a purchase by giving them an option to receive a free eCoupon

  7. EU Tobacco (EMEA) – Behavioural • 93% of interactors saw second sequenced advert • Those who saw second advert were positively inclined towards click thru

  8. Levi’s (MultiNational) – Social Advertising • 13.5% watched the entire entry video • 0.1% average CTR – 0.33% in ‘sent mail’ MPU • 0.01% started the data-capture process • 11% of initial respondents went on to give email address in subsequent screens • Higher rates could have been achieved if the data request fields were higher

  9. Other examples MSN Music Teleflora

  10. MEC Interaction sought a technology to actively engage the individual user wherever they were physically or within the campaign lifecycle • Physical Location: Multi-lingual throughout CEEMEA territories • User Environment: Complementing web page access with mail and desktop messenger and the need to flow seamlessly between them • Lifecycle State: Multiple stages of competition • From initial awareness, registration processto the multiple upload stages over the weeks K550i Cyber-shot™ Promotion

  11. Lights, Camera, Action! How to train for one of the four challenges • Take photos of yourself preparing for each weeks challenge and upload to the site

  12. Week 1 Week 2 Week 3 Week 4 K550i Extreme Challenges (Change by Week)

  13. User registered via the banner User registered via the web site No Upload Uploaded No Upload Uploaded Behavioural Profiling to Target Message The K550i Extreme Tour Concept • Creative based on user state: if registered, how and if uploaded pics? User totally unknown The Game Registration

  14. Messenger Messenger eMail Web Page Following the User Multiple points of entry and reminder • Being exposed to the initial creative • Example: Web Browser • Enabling user to register in situ • Example: MSN Today • Re-targeting irrespective of channel • Example: Live Mail • Further re-targeting across channels • Example: Live Messenger • And any combination thereof…

  15. Campaign Process Banner registration and re-targeting concept • Game animation rotates with sign-off • Urges registration within banner • Allows photo upload within banner • Then enables forward-to-friend • Drops tag to remember state • Once complete sends email to user • Request to complete web registration • Confirmation of registration email • Drops tag to remember state • User can enter this weeks competition • User completes photo upload • Drops tag to remember state • Re-targeting creative based on state

  16. Results Guiding people through the campaign funnel

  17. Summary • Most technically challenging campaign undertaken online to date • A melting pot of: • innovative planning • creative technology • publisher knowledge • consumer insight • as well as an element of calculated risk-taking on behalf of the client • Did not cost a single cent more on ad serving or on media purchase • Know how to work the technology that is user-centric to meet objectives • Only required some slight amendments to the back end destination site and a very well-crafted master template… multiple points of entry and reminder

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