Online Media Tactics: Behavioral Targeting & Retargeting

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    Online Media Tactics: Behavioral Targeting & Retargeting - Presentation Transcript

      • OMAU: Online Media Tactics
      • Behavioral Targeting &
      • Retargeting
      • Presented by:
      • Amy Rushia
      • April 22, 2009
    1. What is Behavioral Targeting?
      • Behavioral targeting is a method often used by online advertisers to increase the effectiveness of a campaign
      • Uses information collected about an individual’s web browsing behavior to select the advertisements to display to that individual
      • Allows for the displaying of ads that are more relevant to the interests of the individual viewing a particular page
      • Because of this, it is believed that this type of targeting helps advertisers deliver their messages to the individuals most likely to be influenced by them
    2. Types of Behavioral Targeting
      • Based on Web sites or pages visited
      • Based on keywords searched or content read
      • Based on past visitors to your Web site (also known as Retargeting)
    3. How It Works
      • Tagging…Segmentation…Behavioral Targeting
    4. Benefits of Behavioral Targeting
      • Reach and identify qualified audiences based on their behaviors
      • Target relevant ads to engaged consumers throughout their purchasing cycle
      • Improve online advertising performance, reduce waste, and increase ROI
    5. Examples of Behavioral Networks
    6. Behavioral Targeting Success
      • Client #1
      • Campaign Run Dates: Jan – Mar 09
      • Behavioral Network: Burst Media
      • Audience Target: Careers, Education, Business &
      • Finance, News, Young Adults
      • Results: Over 2 million impressions; Over 3,000
      • clicks; CTR of 0.15%
      • Industry Average: 0.06% - 0.17%
    7. Behavioral Targeting Success
      • Client #2
      • Campaign Run Dates: Feb – Mar 08
      • Behavioral Network: Burst Media
      • Audience Target: Travel, Road-tripers
      • Results: Over 4 million impressions; Over 6,000
      • clicks; CTR of 0.16%
      • Industry Average: 0.06% - 0.17%
    8. Behavioral Targeting Success
      • Client #3
      • Campaign Run Dates: Nov – Dec 08
      • Behavioral Network: Burst Media
      • Audience Target: Male and Female Personas
      • Auto Sites; Women Interest
      • Results: Over 2 million impressions; Over 1,800
      • clicks; CTR of 0.08%
      • Industry Average: 0.06% - 0.17%
    9. What is Retargeting?
      • Retargeting is a form of online advertising by which ads are displayed to visitors of your Web site that didn’t perform a desired conversion
      • Estimated that 98% of a Web site’s visitors leave without converting
      • Consumers need about 7 different contacts with a company before they purchase.
      • Stats from ValueClick
    10. How It Works
    11. Retargeting in Action
    12. Retargeting in Action
    13. Retargeting in Action
    14. Benefits of Retargeting
      • Reach consumers during “consideration” phase
      • Increase conversion rates
      • Lower acquisition costs (increase ROI)
      • Build awareness
      • Build relationships
    15. Keys to Retargeting Success
      • Prior to campaign launch:
        • Establish benchmarks
        • Determine a value for conversions
        • Determine how you’ll measure success
        • Establish Recency and Frequency levels
        • Design creative specifically for retargeting purposes
      • Retargeting is most successful when combined with other advertising efforts to help drive additional traffic to your Web site
    16. Examples of Retargeting Networks
    17. Retargeting Success
      • Client #1
      • Campaign Run Dates: Jul 08 – Mar 09
      • Retargeting Network: Fetchback
      • Results: Over 1.4 million impressions; Over 3,000
      • clicks; CTR of 0.21%; 101 conversions;
      • CR of 3.3%
      • Industry Average: CTR 0.06% - 0.17%; CR 1-3%
    18. Retargeting Success
      • Client #2
      • Campaign Run Dates: Feb – Mar 09
      • Retargeting Network: Fetchback
      • Results: Over 650,000 impressions; Over 1,500
      • clicks; CTR of 0.23%; 32 conversions;
      • CR of 2.1%
      • Industry Average: CTR 0.06% - 0.17%; CR 1-3%
    19. Retargeting Success
      • Client #3
      • Campaign Run Dates: Feb – Mar 09
      • Retargeting Network: Fetchback
      • Results: Over 390,000 impressions; Over 400
      • clicks; CTR of 0.10%; 65 conversions;
      • CR of 16%
      • Industry Average: CTR 0.06% - 0.17%; CR 1-3%
    20. Retargeting Success
      • Client #4
      • Campaign Run Dates: July 08 – Mar 09
      • Retargeting Network: Fetchback
      • Results: Over 13 million impressions; Over 18,000 clicks; CTR of 0.14%
      • Industry Average: CTR 0.06% - 0.17%
    21. Got Questions? Drop us a line at:
    22. Off Madison Ave Outthink. Outperform. 480-505-4500 Read our blog at http://www.offmadisonave.com or Visit us on Twitter at @offmadisonave

    + Off Madison AveOff Madison Ave, 7 months ago

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