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Target the consumers you want, and engage

them on products and services they need

Retargeting: theory, ideas and case studies

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What is retargeting?

• Advertising technique that engages / re-engages a specific audience.

• Delivering messages on general sites to users that did specific action

• Tracking consumers' behaviors while get in contact with your scripts

– Activation script

– Deactivation script

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Key factors for success

• Identifying interested users

• Engaging creative

– Retargeting creative should engage user and build loyalty

– Specific message

• Big campaign reach

• Continuous recruitment for retargeting cookie data base

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Types of retargeting

• Site retargeting

– Most used retargeting type

– Retargeting script is placed in advertiser website

– About 98 % of the visitors will leave the site without

conversion

– Build and retain customer interest during the

consideration phase

> reach prospective consumers as quickly as

possible before they buy from a competitor

> target them repeatedly throughout the

consideration phase

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Other retargeting types

• Survey retargeting

• Creative retargeting

• Search retargeting

• Third party tools (car configuration, loan calculator)

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Campaign Reach

• Publishers using AdOcean adserver

– One activation script for all accounts

– Each publisher define retargeting in his account

– Banners displayed only to activated cookies

• All publishers on the market

– AdOcean is used as a Agency adserver

– Backup banners are needed

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Wizzair case studyCampaign goal (Hungary): to increase the sales of the airplane tickets.

• Retargeting goal: Contact users who visited wizzair.com site but did not make the purchase

• Results: total amount of campaign impressions contained 0,3% of retargeted ads. 44,61% of all orders came from retargeting, which proved to be more effective than regular formats.For retargeted ads the measured click -through rate (CTR) was three and a half times higher than for regular formats

2 creative formats, caping 2 / 1

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Swedbank case studyCampaign goal: To reach internet users who are business owners but not yet Swedbank clients and not to disturb the existing clients.

• Retargeting goal: Comunicate with potential clients

• Results: 27 833 filled, 8 129 activated

6 178 users contacted (76%)

average UCTR = 2,36%

top layer UCTR = 14,21%

4 creative formats, caping 2 / 1

On Delfi:

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HT milk case studyCampaign goal: To inform and educate about the advantages of HT milk as well as it’s significance in diet by using an interactive form of advertisement

• Retargeting goal: Communicate with those who has interacted

• Results: 55 000 filled (RR=18%)

50 000 users contacted (91%)

average billboard UCTR = 0,78%

no capping

On Delfi, Apollo, Adnet:

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Conclusions???