ADImagine thisStanley’s Games E-StoreLeft without doinganything…Get Games@ Stanley’sGame Store
And then… retargeting startsStanley’s Games ClubJoin our cluband checkout our topsellerAdd to wish list
Retarget again…Stanley’s GamesPromo PageDiscountsonAssassin’sCreedCollectionPurchase is made
And again…Stanley’s new relatedgame pageIf you likeAssassin’screed, youwill lovethis!Cross sell otherrelated titles
But retargeting can do more than that…No IntentLanding PageInside PagesConversionAdvertising/SearchCreate intentRetarget Cross sale otherrelevant productsRetarget Promote special discounton the same productRetarget Introduce new productProduct | Info | Cart | FormBuy | Sign up | ApplyBrand site | Microsite
Bulk Buying ImpressionsTargeting large audiences bycategoryReal Time BiddingPay PER impressionPay for the right audience at theright timeLikes readingLikes gadgetsElectronics?
How Real Time Bidding REALLY WorksADUser visit site How much will you payfor this impression?For this imp…I’ll pay CPM @ $1.50RTB For this imp…I’ll pay CPM @ $0.50For this imp…I’ll pay CPM @ $1.00Real timeAuctionfeature2Impressionoccurs1Winner30.05sec
Faster than the blink of an eye: Prediction Engine Publisher Domain Ad Placement Content Category Geo Region Time of Day Day of Week Frequency for Sites Frequency for Creative Recency for Creative Device (PC, Smart Phone, Tablet…) Browser*ExampleBrand Safety + Targeting Strategies URL checked to ensure Brand Safety Filter requirement in order to determine target accuracyBid Strategy MachineLearning Algorithm Impression Optimization Bid Optimization Creative Optimization0.14% 0.06%0.31%0.22%ADADADADBid ResponseUser visit siteADBid Request
Consider this ecosystemFirstSecondThirdAggregatesIntegratesManagesDeployThe 4 V of data
ENGAGEWhat my aunties think it is What Stanley thinks it isWhat social media marketersthink it isWhat my friends think it is
Higher ValueLower ValueEngagementValueContinuumHierarchy of values for engagementSource: Digital Impact, by Vipin Mayar and Geoff RamseyExtendCreateShareRequestRespondInteractViewWidgets, Download AppsProfiles, Upload PicturesSend to Friend, Social MediaSignup, E-mail, Coupon, WTBRate, Vote, Add CommentsPlay Videos, DemosContent, Pictures
“Tell me and I’ll forget;show me and I may remember;involve me and I’ll understand.”- Chinese Proverb.
http://www.comscore.com/Insights/Press_Releases/2012/4/For_Display_Ads_Being_Seen_Matters_More_than_Being_ClickedAd viewability and hover time are morestrongly correlated with conversions