ROI is Achievable in Display with New Techniques such as Social Retargeting

Social Retargeting To Boost Display Advertising ROI
WOMMA Webinar
2 December 2009
Presented by:
Dax Hamman
Vice President Display Media, iCrossing
Kathy Leake
Founder, Media6Degrees

Dax Hamman
Vice President Display Media
iCrossing
www.icrossing.com
twitter: @icrossing / @daxhamman
Kathy Leake
Founder
Media6Degrees
www.media6degrees.com
twitter: @media6degrees

Typical large brand scenario:
+ Pressure to grow revenues
+ Sophisticated SEM program
+ Need alternative ROI channels
+ ROI from social media
= evolution of display media

The consumer has also changed:
+ Value conscious
+ A savvy shopper
+ Connected
+ Empowered
= evolution of display media

We also know they are clicking less too

The recession has impacted shopping behavior

More searches, more words

Longer sales cycle with more research

Internet research is becoming more important

The challenge to iCrossing:
Extend our media program beyond SEM
Find individuals likely to respond
Find their networks
Generate an ROI in Social Media

We can not
continue to
SHOUT
at the crowd

We must
TALK
to individuals

iCrossing makes display work like search
display
seo
sem
Talk to the individual, not the crowd
Recapture missed opportunities
Ensure search spend is maximized

A new way to buy media...

Creating new tools in the toolbox
Custom Crowd
Individuals with intent
Site Retargeting
Social Targeting
Search Retargeting
Search
Reach prospects
who search but
then visit your competitors…
Speak to customers who visit but don’t convert first time around...
Leverage customers’ networks to drive user acquisition...

What is search retargeting?
Step 1:
Individual searches for a term relevant to your business

Step 2:
Individual is tagged with a cookie

Step 3:
Individual clicks on an ad that isn’t yours

Step 4:
Individual can be identified by you 15 minutes later and shown your ads

What is site retargeting?
Step 1:
Individual arrives on your site
A visitor arrives from search, by clicking on a link or by typing the URL and looks at your content

Step 2:
The visit is recorded by a tracking pixel
When they reach the right point on your site such as a specific product page, they are identified using a tracking pixel or cookie

Step 3:
Our tagged individual is identified again
If the visitor leaves before reaching your conversion point, they are shown ads on other sites

Step 4:
Individual clicks on the ad and is brought back to your site
You have won a second opportunity to engage with that person and encourage them to convert – this may be through the use of incentives or time limited offers

Introducing Social Retargeting
Retargeting:
A proven method for customer retention
Social Targeting:
A highly predictive targeting method for customer acquisition - new prospects are identified through their social connections to existing customers.
Birds of a feather flock together … and shop together!

Using a proven methodology
Studies Conducted By AT&T Research Labs / NYU Stern
Studied effectiveness of telemarketing & direct mail
Compared traditional targeting methods to “Network Neighbor” effect
Consumers in contact with current customer 3-5x more likely to respond
Increased reach to new customers not reached via traditional methods

We started by mapping the social graph
We observed the Social Graph through ad serving logs
20 billion pixels placed monthly through conventional social media ad buys
Observed the Referring URL, assigns Browser ID
No Personal Identifiable Information (PII) is collected
90MM
US Consumers

And followed the connections between browsers
Applied recency, frequency and reciprocity metrics to determine the closeness factor of individuals Social Graph
Used to identify those most closely connected within social networks
But why not
target all of your customers’ contacts?

We created a custom audience for a retail client
3. Create a custom audience of retail client’s existing customers & their closest friends
1. Friends connect with each other on social media sites
2. Social media users visit retail client’s website
PIXEL

Executing the campaign
2. We only serve ads to retail client’s custom audience (existing customers & their closest friends)
3. Users visit retail client’s website and become customers …
the cycle continues.
1. Users from retail client’s audience visit a Media6° partner site
Retail Client

Growing scale
We used the social graph to target ads to our retail client’s customers’ closest friends
Friends become customers and the cycle continues
Retail Client
Best Customers & Friends
New Customers & Friends
The Cycle Continues …

Campaign results
Retail Client 1
Goal: Sell product (cameras, DVD players, LCD’s) online
Result:6 to 1 ROI and a top performer on the plan
Retail Client 2
Goal: Drive online shoe sales
Result: 7 to 1 ROI, and Outperformed everyone on plan by 8x
Travel Client 1
Goal: Drive hotel bookings
Result: 48 to 1 ROI, a top performer on the plan, and drove 8x average ROI than all other vendors on plan
Travel Client 2
Goal: Convert people to “Club World” for a major airline carrier
Result: drove 30% of the conversions with only 6% of campaign budget, and 80% lower eCPAthan all other vendors on the plan
Mobile Client 1
Goal: Sell wireless/broadband plans, cell phones, accessories online
Result: 4 to 1 ROI, top performer on the plan, and drove 45% of online orderswith only 18% of the campaign budget

Questions&Discussion

Thank you
Dax Hamman
Vice President Display Media
iCrossing
www.icrossing.com
twitter: @icrossing / @daxhamman
Kathy Leake
Founder
Media6Degrees
www.media6degrees.com
twitter: @media6degrees

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ROI is Achievable in Display with New Techniques such as Social Retargeting

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ROI is Achievable in Display with New Techniques such as Social Retargeting — Webinar Transcript