OMAU: Online Media Tactics Behavioral Targeting & Retargeting Presented by: Amy Rushia April 22, 2009

OMAU: Online Media Tactics

Behavioral Targeting &

Retargeting

Presented by:

Amy Rushia

April 22, 2009

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

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

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)

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)

How It Works Tagging…Segmentation…Behavioral Targeting

Tagging…Segmentation…Behavioral Targeting

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

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

Examples of Behavioral Networks

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%

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%

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%

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%

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%

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%

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

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

How It Works

Retargeting in Action

Retargeting in Action

Retargeting in Action

Benefits of Retargeting Reach consumers during “consideration” phase Increase conversion rates Lower acquisition costs (increase ROI) Build awareness Build relationships

Reach consumers during “consideration” phase

Increase conversion rates

Lower acquisition costs (increase ROI)

Build awareness

Build relationships

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

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

Examples of Retargeting Networks

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%

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%

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%

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%

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%

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%

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%

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%

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