This infographic should go some way to help marketers understand the different opportunities and make informed decisions about their own re-marketing and lookalike targeting.

1. Brand
Site
LOOKALIKE TARGETING
& RE-TARGETING
Email
Google Remarketing lists for
search Ads (RLSA)
Identify intent with website browsing data to
re-target people with Google AdWords.
Google
Site Re-targeting
Identify intent with website browsing data to
re-target people with display advertising on
other media.
Display
Facebook Custom Audiences & FBX
Identify intent with website browsing data to
re-target people with Facebook advertising.
Facebook
Facebook FBX
Identify intent with search data to re-target
people with Facebook advertising.
Facebook
TwitterTwitter Tailored Audiences
Identify intent with website browsing data to
re-target people with Twitter advertising.
FacebookFacebook Custom Audiences
Use customer data to re-target people with
Facebook advertising
DisplayCRM Re-targeting
Use customer data to re-target people with
display advertising on other media.
Customer
Data
Visitor &
Customer
Data
TwitterTwitter Tailored Audiences
Use customer data to re-target people with
Twitter advertising.
DisplayEmail Re-targeting
Identify intent with email data (i.e. open or links clicked)
to re-target people with display advertising on other media.
EmailSite / Email Re-targeting
Identify intent with website browsing data to
re-target people with Email marketing.
Search
Engine
Search Re-targeting
Identify intent with search data to re-target
people with display advertising on other media.
Display
Display Look-alike Modelling
Use web visitor and customer data to target ‘similar’
looking people with display advertising on other media.
Display
3rd Party
Data
Display Look-alike Modelling
Use publishers data to target ‘similar’ looking
people to your customers with display advertising
on other media.
Display
FacebookFacebook Look-alike Modelling
Use web visitor and customer data to target ‘similar’
looking people with Facebook advertising.
TwitterTwitter Look-alike Modelling
Use web visitor and customer data to target ‘similar’
looking people with Twitter advertising.
Site Re-targeting enables
marketers to get the right content
to people based on their browsing
on your website.
Examples of data being used
by marketers:
* Search terms used to visit your
website, sometimes referred to
as SEO/SEM re-targeting
* Products browsed or abandoned
in the shopping basket
* Purchase confirmation page for
re-targeting cusomers.
This technique, also known as
data onboarding, enables
marketers to target their
customers with relevant content
on Facebook, Twitter and with
display ads on media sites.
It is also possible to use this
approach for prospects in an
email database.
RE-MARKETINGLOOK-ALIKETARGETINGRE-TARGETING
CRMPROSPECTINGCONVERSIONCONSIDERATION
Search re-targeting enables
marketers to target people
based on the keywords they’ve
searched for in Google, Yahoo!
and Bing.
Search re-targeting can attract
new customers who’ve never
visited your brand site before
but have shown relevant intent.
Look-alike modelling is a
powerful tool that enables
marketers to go out and target
people that have similar traits
or behaviours to their existing
customers or website visitors.
Examples of first-party data
being used by marketers:
* CRM data
* Website actions
* Search interaction
* Hashtag interaction.
You can get more of our content at www.headstream.com/content/
or you can find out more about us at www.headstream.com
team@headstream.com I 023 8082 8500
Programmatic re-targeting and lookalike targeting are powerful ways to help brands get the right content to the right person
in the right place at the right time, although as the major publishers including Google, Facebook and Twitter roll out their
programmatic stalls the options available to marketers grow and the decisions become harder.
The infographic below should go some way to help marketers understand the different opportunities and make informed decisions
about their own re-marketing and lookalike targeting.
July 2014
Programmatic