1. © Merchenta

2. Traditional display retargeters?
© Merchenta

3. Done badly, annoys consumers
© Merchenta

4. Done well, delivers great results
© Merchenta

5. Done well, delivers great results
© Merchenta

6. Done well, delivers great results
© Merchenta

7. It’s about
RELEVANCE
(stoopid)
© Merchenta

8. Relevance doesn’t just happen...
...it’s something to work at
• Dynamic, personalised ads
must be engaging
• There’s more to it than
“recently viewed products”
• Don’t retarget recent
purchasers or recently
purchased products (that’s
dumb)
• Use sensible frequency caps
• Consider consumer context
• (Be nice)
(c) Merchenta

9. The 4 R’s of “RRRRelevance!”
© Merchenta

10. The 4 R’s of “RRRRelevance!”
© Merchenta

11. The 4 R’s of “RRRRelevance!”
© Merchenta

12. The 4 R’s of “RRRRelevance!”
© Merchenta

13. The 4 R’s of “RRRRelevance!”
© Merchenta

14. Relevance drives results
• Split tests demonstrate
value of clicks, views,
engagement etc
• “But they were coming
back anyway!” (Really?)
(c) Merchenta

15. Relevance drives results
• IntelliAds stimulate
conversion – at higher
£AoV
• Visit us on stand 418 for
full copy of the case
study
(c) Merchenta

16. Looking ahead...
Are cookies evil?
• EU Privacy Directive
– Implementation varies across
European member states
– Confusingly, neither ‘opt-in’ nor
‘opt-out’
• Industry initiatives
– Youronlinechoices.eu
– AdChoices logo/opt-out
– Do-Not-Track (US)
– P3P (Microsoft)
• 82% UK consumers delete
cookies within a month
(source : comScore Jan 2011)
(c) Merchenta

17. Why use cookies at all?
© Merchenta

18. IntelliMatch enables ongoing
engagement...
© Merchenta

19. ...and increases relevance
© Merchenta

20. Stuck bottom fishing?
© Merchenta

21. Move up the funnel
© Merchenta

22. Discover new customers
© Merchenta

23. Audience Extension
© Merchenta

24. Audience Extension
© Merchenta

25. Audience Extension
© Merchenta

26. Audience Extension
© Merchenta

27. Audience Extension
© Merchenta

28. Audience Extension
© Merchenta

29. Audience Extension
© Merchenta

30. Audience Extension
© Merchenta

31. Audience Extension
© Merchenta

32. Audience Extension
© Merchenta

33. © Merchenta

34. Creative that sells #1
Automated ratings & reviews
• Sophisticated sentiment analysis
selects ‘best’, most authentic
reviews to display
• Each review automatically
checked for relevance and
appropriateness & brand safety
• 33% conversion uplift on
engagement (Feb 2012)
(c) Merchenta

35. Creative that sells #2
• Peak clickthrough rates of
2.4% (20x industry average)
• 5x higher engagement rate
than industry average
• 10% £AoV uplift within first
month
www.merchentaintelliads.com
for live demo
(c) Merchenta

36. Creative that sells #3
© Merchenta

37. Creative that sells #4
© Merchenta

38. Creative that sells #5
© Merchenta

39. Where are your ads appearing?
© Merchenta

40. Context matters on High Street
© Merchenta

41. Context matters online
© Merchenta

42. Where are your ads appearing?
Don’t buy blind... Why not?
• Brand safety
– comScore Jan 2012 (USA) :
72% of campaigns studied
had at least some ads running
next to content deemed “not
brand safe” by advertiser
• Ad visibility & effectiveness
– How long on screen?
– Engagement heatmaps
• Context can aid conversion
– (or work against you)
(c) Merchenta

43. How visible are your ads?
© Merchenta

44. Trends to watch in 2012
• Emergence of ‘Intelligent targeting’
• Consumer relevance drives results
• EU privacy directive/cookies
• Bottom fishing isn’t enough
• Emphasis on innovative creative that sells
• Context & transparency matter
(c) Merchenta

45. © Merchenta