Retarteting. Advertisers' point of view
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Advertiser wants higher ROI. Standard retargeting wastes up to 70% of the budget not binging any ROI uplift. The answer is a Custom Retargeting. We are to solve a number of technical and Internet-scale problems to make it happen.
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Retarteting. Advertisers' point of view
- 1. Retargeting. DSP Agency Advertiser Point of View @arodichev #rif2014 #iponweb
- 2. DSP Agency Advertiser Best Results for Agency Best Results for Advertiser Focus on Product / SKU Performance and ROI #advertiser #focus #iponweb
- 3. Traditional Digital Brand / Product Awareness Product evaluation Purchase Loyalty #funnel #iponweb Television Radio Print Direct Mail In-Store Promotions Loyalty programs Direct Mail Display Ads Video Ads Search Comparison Shopping Website Discounts Email Marketing Social
- 4. Programmatic & RTB Brand / Product Awareness Product evaluation Purchase Loyalty Audience Targeting / Automation of Premium Campaigns (Deal ID’s) Site Visit / Shopping Cart Re-Targeting Existing Customer Re-Targeting Search Re-Targeting #funnel #programmatic #iponweb
- 5. 1716,625786 0,23 $ 2,558 % 52,11 $ 800,00 $ 1 086,85 $ 1239,107126 0,65 $ 4,010 % 47,24 $ 800,00 $ 735,95 $ Scaled 1630,830754 0,53 $ 3,710 % 49,31 $ 800,00 $ 1 316,56 $ 0 1682,398395 0,57 $ 1,251 % 48,62 $ 800,00 $ (737,18 $) 0 1521,911122 0,32 $ 3,556 % 47,33 $ 800,00 $ 1 274,63 $ 0 1448,477492 0,74 $ 2,649 % 51,21 $ 800,00 $ 95,62 $ 0 1592,439561 0,36 $ 3,659 % 49,67 $ 800,00 $ 1 514,03 $ 0 1312,273125 0,70 $ 2,584 % 52,54 $ 800,00 $ 60,07 $ 5,33333E-06 1343,986305 0,34 $ 3,572 % 49,07 $ 800,00 $ 1 102,96 $ 0,000028 1324,242458 0,30 $ 2,130 % 50,13 $ 800,00 $ 222,20 $ 9,73333E-05 1202,215557 0,26 $ 4,916 % 47,23 $ 800,00 $ 1 673,25 $ 0,000136 1754,071074 0,26 $ 2,117 % 49,04 $ 800,00 $ 570,13 $ 0,000214667 1318,822214 0,29 $ 4,906 % 52,79 $ 800,00 $ 2 228,47 $ 0,000226667 1477,029963 0,66 $ 4,694 % 50,21 $ 800,00 $ 1 711,65 $ 0,000272 1595,938888 0,45 $ 2,604 % 52,65 $ 800,00 $ 674,79 $ 0,000342667 Difficult to attribute revenue correctly ROI is probably not as good as it looks #retargeting #obstacles #iponweb
- 6. 0 1 2 3 4 5 6 7 8 cumulativeconversionrate(%) 1 hour 6 hours 1 day 1 week post view conversions4% conversion rate is a great result #retargeting #reattribution #iponweb time since search click
- 7. post view conversions great result? no ads seen conversions #retargeting #reattribution #iponweb 0 1 2 3 4 5 6 7 8 cumulativeconversionrate(%) 1 hour 6 hours 1 day 1 week time since search click
- 8. post view conversions *adjusted for bias no ads seen conversions #retargeting #reattribution #iponweb 0 1 2 3 4 5 6 7 8 cumulativeconversionrate(%) 1 hour 6 hours 1 day 1 week time since search click display media spend
- 9. Recent visitor Custom Module Custom Module Yes No No bid Yes No bid Not likely True second price auction? Yes No Bid expected incremental revenue Bid expected media cost Likely to convert anyway? • Recent search visitor • Former customer • Repeat visitor • Already purchased Estimate incremental revenue #custom #retargeting #iponweb
- 10. Custom retargeting Brand / Product Awareness Product evaluation Purchase Loyalty #custom #retargeting #funnel #iponweb • Incremental revenue ! • Improved ROI ! • Needs lots of data!
- 11. • Deep Integration with Advertiser Systems ! • No data / knowledge leakage ! • Need to iterate quickly #technology #implications #iponweb
- 12. Smart access to worldwide bid stream Tracking users across multiple devices Filtering for bots #internet #scale #challenges #iponweb