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Shane Murphy Marketing Director EMEA
“Retargeting as a full funnel solution"
1 Retargeting as a full funnel solution
Attribution approaches2
3 Mobile
Social3
W...
What is the “State of the Industry” report?
A survey of
250 European
marketers
investigating
the current
views on
retarget...
Retargeting in Europe is thriving...
How much of your online ad budget goes to retargeting?
64% of marketers
plan to incre...
“Retargeting as a full funnel solution"
1 Retargeting as a full funnel solution
Attribution approaches2
3 Mobile
Social3
W...
INSIGHT: Retargeting is no longer seen as a purely Direct
Response tactic: it’s gone full funnel
BEST PRACTICE: Use customer data to reach the right users, with
the right message, at the right time
BEST PRACTICE: Some examples of industry and types of
goals you can set
INDUSTRY GOAL BEHAVIOUR STRATEGY
Retail Increase S...
“Retargeting as a full funnel solution"
1 Retargeting as a full funnel solution
Attribution approaches2
3 Mobile
Social4
W...
INSIGHT: Attribution is key, but most aren’t thinking in an attributed way
BEST PRACTICE: Approaches to Attribution
Top performing organizations
are 5x more likely to use
advanced attribution model...
BEST PRACTICE: Approaches to Attribution
DATA CHALLENGE CULTURE CHALLENGESource: 1 - AdAge Attribution: Facing Today’s Dig...
“Retargeting as a full funnel solution"
1 Retargeting as a full funnel solution
Attribution approaches2
3 Mobile
Social4
W...
INSIGHT: Mobile is under invested in despite clear
performance...
Why don’t you retarget on mobile?
...despite mobile being “first-screen” with a majority time share
Cross-device retargeting across phones and tablets
With our customers across multiple screens throughout
their day, AdRoll...
“Retargeting as a full funnel solution"
1 Retargeting as a full funnel solution
Attribution approaches2
3 Mobile
Social4
W...
INSIGHT: Social is top of the pile in the marketers mind and
drives performance
BEST PRACTICE: The power of the Facebook button
Overall click-through rate (CTR) lift from adding a CTA button: 2.85x
Lear...
“Retargeting as a full funnel solution"
1 Retargeting as a full funnel solution:
use it for more than direct response
Attr...
QUESTIONS?
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AdRoll 2015 Digital Marketing Trends

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Personalisation in advertising has become a hot topic for European consumers and marketers. Retargeting uses the power of personalisation to turn shopping basket abandoners into customers, but what else can it do?

Join Shane Murphy, AdRoll’s director of EMEA marketing, as he walks through the insights from our survey of 250 European marketers and AdRoll retargeting campaign data from nearly 4,000 European advertisers:

Innovative use cases for retargeting in driving brand awareness, customer retention, and driving sales
Benchmark metrics for performance on social, mobile, and desktop
Retargeting best practices and real-world case studies

Published in: Marketing
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AdRoll 2015 Digital Marketing Trends

  1. 1. Shane Murphy Marketing Director EMEA
  2. 2. “Retargeting as a full funnel solution" 1 Retargeting as a full funnel solution Attribution approaches2 3 Mobile Social3 What we will cover:
  3. 3. What is the “State of the Industry” report? A survey of 250 European marketers investigating the current views on retargeting and online advertising “ ” Supplemented with campaign data from 4,000 European advertisers
  4. 4. Retargeting in Europe is thriving... How much of your online ad budget goes to retargeting? 64% of marketers plan to increase their investment in Retargeting “ ” Retargeting performs as well or better than traditional techniques “ ”
  5. 5. “Retargeting as a full funnel solution" 1 Retargeting as a full funnel solution Attribution approaches2 3 Mobile Social3 What we will cover:
  6. 6. INSIGHT: Retargeting is no longer seen as a purely Direct Response tactic: it’s gone full funnel
  7. 7. BEST PRACTICE: Use customer data to reach the right users, with the right message, at the right time
  8. 8. BEST PRACTICE: Some examples of industry and types of goals you can set INDUSTRY GOAL BEHAVIOUR STRATEGY Retail Increase Sales Placed item in cart & abandoned Display specific product and offer B2B Increase Lead Gen Browsed a solution, didn’t fill in lead form Promote a downloadable white paper to drive email capture Travel Increase Bookings Purchased flight without hotel Hotel discounts for location Gaming Convert freemium users Engages frequently but yet to purchase Target offers to upgrade to paid Entertainment Promote event registration Previously attended a similar event Target ads encouraging registration for the event Finance Cross-sell products Previously purchased a financial product Promote a complementary service
  9. 9. “Retargeting as a full funnel solution" 1 Retargeting as a full funnel solution Attribution approaches2 3 Mobile Social4 What we will cover:
  10. 10. INSIGHT: Attribution is key, but most aren’t thinking in an attributed way
  11. 11. BEST PRACTICE: Approaches to Attribution Top performing organizations are 5x more likely to use advanced attribution models.3 83% of marketing dollars spent have a 70% or greater difference in CPA between scientifically attributed metrics and last click metrics.2 More than half of companies use basic first or last-click attribution models.1 Sources: 1. “Attribution for Data Driven Marketers, 2014”, AdRoll {n=1000} 2. “Exploring the Art and Science of Marketing Attribution” 2013, RelateIQ 3. The State of Marketing 2013, IBM’s Global Survey of Marketers. Global Summit 2013, n.d. Web. 1 2 3
  12. 12. BEST PRACTICE: Approaches to Attribution DATA CHALLENGE CULTURE CHALLENGESource: 1 - AdAge Attribution: Facing Today’s Digital Measurement Challenge 2014
  13. 13. “Retargeting as a full funnel solution" 1 Retargeting as a full funnel solution Attribution approaches2 3 Mobile Social4 What we will cover:
  14. 14. INSIGHT: Mobile is under invested in despite clear performance... Why don’t you retarget on mobile?
  15. 15. ...despite mobile being “first-screen” with a majority time share
  16. 16. Cross-device retargeting across phones and tablets With our customers across multiple screens throughout their day, AdRoll allows us to connect with them regardless of the device or platform they’re using. 50% below target CPC CTRs greater than 1% 225% more volume on iOS versus Android devices 20% more efficient CPC on iPhone versus Android phones —Kristina Simonsen, Marketing Manager BEST PRACTICE: include mobile in your retargeting mix because it drives real business impact… Brilliant Earth did! “ ”
  17. 17. “Retargeting as a full funnel solution" 1 Retargeting as a full funnel solution Attribution approaches2 3 Mobile Social4 What we will cover:
  18. 18. INSIGHT: Social is top of the pile in the marketers mind and drives performance
  19. 19. BEST PRACTICE: The power of the Facebook button Overall click-through rate (CTR) lift from adding a CTA button: 2.85x Learn More Shop Now Download Sign Up Book Now Shop Now 74% Download 4% Sign up 4% Book Now 4% Learn More 4% Popularity of Buttons: Top CTR performers:
  20. 20. “Retargeting as a full funnel solution" 1 Retargeting as a full funnel solution: use it for more than direct response Attribution approaches: Don’t just think single touch 2 3 Mobile: Add it to your mix! Social: Add it to your mix and use the Facebook button wisely 3 What we covered:
  21. 21. QUESTIONS?

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