© Merchenta
Traditional display retargeters?           © Merchenta
Done badly, annoys consumers         © Merchenta
Done well, delivers great results           © Merchenta
Done well, delivers great results           © Merchenta
Done well, delivers great results           © Merchenta
It’s aboutRELEVANCE (stoopid)    © Merchenta
Relevance doesn’t just happen...                   ...it’s something to work at                   • Dynamic, personalised ...
The 4 R’s of “RRRRelevance!”         © Merchenta
The 4 R’s of “RRRRelevance!”         © Merchenta
The 4 R’s of “RRRRelevance!”         © Merchenta
The 4 R’s of “RRRRelevance!”         © Merchenta
The 4 R’s of “RRRRelevance!”         © Merchenta
Relevance drives results• Split tests demonstrate  value of clicks, views,  engagement etc• “But they were coming  back an...
Relevance drives results                • IntelliAds stimulate                  conversion – at higher                  £A...
Looking ahead...Are cookies evil?                            • EU Privacy Directive                                    – I...
Why use cookies at all?      © Merchenta
IntelliMatch enables ongoing        engagement...         © Merchenta
...and increases relevance       © Merchenta
Stuck bottom fishing?      © Merchenta
Move up the funnel    © Merchenta
Discover new customers      © Merchenta
Audience Extension    © Merchenta
Audience Extension    © Merchenta
Audience Extension    © Merchenta
Audience Extension    © Merchenta
Audience Extension    © Merchenta
Audience Extension    © Merchenta
Audience Extension    © Merchenta
Audience Extension    © Merchenta
Audience Extension    © Merchenta
Audience Extension    © Merchenta
© Merchenta
Creative that sells #1Automated ratings & reviews• Sophisticated sentiment analysis  selects ‘best’, most authentic  revie...
Creative that sells #2             • Peak clickthrough rates of               2.4% (20x industry average)             • 5x...
Creative that sells #3      © Merchenta
Creative that sells #4     © Merchenta
Creative that sells #5      © Merchenta
Where are your ads appearing?          © Merchenta
Context matters on High Street          © Merchenta
Context matters online      © Merchenta
Where are your ads appearing?Don’t buy blind...           Why not?                             • Brand safety             ...
How visible are your ads?        © Merchenta
Trends to watch in 2012•   Emergence of ‘Intelligent targeting’•   Consumer relevance drives results•   EU privacy directi...
© Merchenta
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Online Advertising Theatre; Innovations in Behavioural Targeting - What to look out for in 2012

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Online Advertising Theatre; Innovations in Behavioural Targeting - What to look out for in 2012

  1. 1. © Merchenta
  2. 2. Traditional display retargeters? © Merchenta
  3. 3. Done badly, annoys consumers © Merchenta
  4. 4. Done well, delivers great results © Merchenta
  5. 5. Done well, delivers great results © Merchenta
  6. 6. Done well, delivers great results © Merchenta
  7. 7. It’s aboutRELEVANCE (stoopid) © Merchenta
  8. 8. Relevance doesn’t just happen... ...it’s something to work at • Dynamic, personalised ads must be engaging • There’s more to it than “recently viewed products” • Don’t retarget recent purchasers or recently purchased products (that’s dumb) • Use sensible frequency caps • Consider consumer context • (Be nice) (c) Merchenta
  9. 9. The 4 R’s of “RRRRelevance!” © Merchenta
  10. 10. The 4 R’s of “RRRRelevance!” © Merchenta
  11. 11. The 4 R’s of “RRRRelevance!” © Merchenta
  12. 12. The 4 R’s of “RRRRelevance!” © Merchenta
  13. 13. The 4 R’s of “RRRRelevance!” © Merchenta
  14. 14. Relevance drives results• Split tests demonstrate value of clicks, views, engagement etc• “But they were coming back anyway!” (Really?) (c) Merchenta
  15. 15. Relevance drives results • IntelliAds stimulate conversion – at higher £AoV • Visit us on stand 418 for full copy of the case study (c) Merchenta
  16. 16. Looking ahead...Are cookies evil? • EU Privacy Directive – Implementation varies across European member states – Confusingly, neither ‘opt-in’ nor ‘opt-out’ • Industry initiatives – Youronlinechoices.eu – AdChoices logo/opt-out – Do-Not-Track (US) – P3P (Microsoft) • 82% UK consumers delete cookies within a month (source : comScore Jan 2011) (c) Merchenta
  17. 17. Why use cookies at all? © Merchenta
  18. 18. IntelliMatch enables ongoing engagement... © Merchenta
  19. 19. ...and increases relevance © Merchenta
  20. 20. Stuck bottom fishing? © Merchenta
  21. 21. Move up the funnel © Merchenta
  22. 22. Discover new customers © Merchenta
  23. 23. Audience Extension © Merchenta
  24. 24. Audience Extension © Merchenta
  25. 25. Audience Extension © Merchenta
  26. 26. Audience Extension © Merchenta
  27. 27. Audience Extension © Merchenta
  28. 28. Audience Extension © Merchenta
  29. 29. Audience Extension © Merchenta
  30. 30. Audience Extension © Merchenta
  31. 31. Audience Extension © Merchenta
  32. 32. Audience Extension © Merchenta
  33. 33. © Merchenta
  34. 34. Creative that sells #1Automated ratings & reviews• Sophisticated sentiment analysis selects ‘best’, most authentic reviews to display• Each review automatically checked for relevance and appropriateness & brand safety• 33% conversion uplift on engagement (Feb 2012) (c) Merchenta
  35. 35. Creative that sells #2 • Peak clickthrough rates of 2.4% (20x industry average) • 5x higher engagement rate than industry average • 10% £AoV uplift within first month www.merchentaintelliads.com for live demo (c) Merchenta
  36. 36. Creative that sells #3 © Merchenta
  37. 37. Creative that sells #4 © Merchenta
  38. 38. Creative that sells #5 © Merchenta
  39. 39. Where are your ads appearing? © Merchenta
  40. 40. Context matters on High Street © Merchenta
  41. 41. Context matters online © Merchenta
  42. 42. Where are your ads appearing?Don’t buy blind... Why not? • Brand safety – comScore Jan 2012 (USA) : 72% of campaigns studied had at least some ads running next to content deemed “not brand safe” by advertiser • Ad visibility & effectiveness – How long on screen? – Engagement heatmaps • Context can aid conversion – (or work against you) (c) Merchenta
  43. 43. How visible are your ads? © Merchenta
  44. 44. Trends to watch in 2012• Emergence of ‘Intelligent targeting’• Consumer relevance drives results• EU privacy directive/cookies• Bottom fishing isn’t enough• Emphasis on innovative creative that sells• Context & transparency matter (c) Merchenta
  45. 45. © Merchenta

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