Retargeting & Prospecting

Retargeting & Prospecting:

What’s your strategy for the Holiday Season?

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Webinar Housekeeping

• Q&A session at the end of the webinar

• Use the Chat box to submit your questions at any time

• The slide will be made available by email

• The webinar is recorded and will be made available by email

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Speaker

Maria ColettaAcquisio Trading Desk Manager

• Seasoned display expert with over 12 years experience in the display

• Thought leader with a poised and dynamic presence who inspires a passion and excitement for all that is display.

• Expertise lies within the Real Time Bidding space, navigating new users and experts alike through the sometimes challenging waters of branding and retargeting strategies.

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Digital Advertising Trends

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Digital Advertising Trends – Spending Forecast

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Ad Exchange AccessibilityATD Accesses All the Major Ad Exchanges Under One Centralized Reporting System

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When to Use Prospecting Strategies• When a Campaign’s Goal is to Create Brand Awareness

• When a Client’s Site has fewer than 20,000 Estimated Uniques per month. Prospecting New Users helps build the Retargeting Pool via Targeted Traffic

• When Client’s KPI’s focus mainly on CTR and eCPC, Branding is a Key Element

• When a Campaign’s Measurement is CPM focused

• When a Campaign Requires a plethora of Clicks to the Site

• When a Campaign Requires very Specific Audiences ie: Targeting HHI, Age, Gender, Edu, etc.

• When a Campaign Requires a Specific Site/White List

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ATD New Prospecting Strategies•Crawlers scan the content of sites and based on relevant keywords and/or customizable categories, displays ads on the sites that are a fit. This is a Page-level keyword and contextual strategy

Contextual & Keyword Targeting

•Matching the client’s keyword with a user searching for that same term via all search engines

Keyword Search Targeting

•Running Pre-Mid or Post-Roll Video on Targeted Sites with Video Completion Rates VisibilityVideo

•Displaying ads to users who appear on specific verticals ie: Fashion, Education, Automotive etc

Channel/Vertical Targeting

•Outlook users migrated from Hotmail & view ads while on their Outlook Webmail. Exclusive inventory that allows only one advertiser on page & garners strong CTR's. Yahoo allows larger 300x600 ads and tends to yield higher CTR

Outlook & Yahoo Targeting

•The Look-Alike Modeling strategy uses the DMP to ID the most valuable first-party data traffic and matches the DMP data to the first-party data. Need at least 50K Cookies for this strategy to be viable

Look-A-Like Modeling

•The algorithm selects data segments with a high likelihood of driving campaign performance & automatically adjusts audiences as the campaign progresses. The Algos deactivate/activate underperforming & higher performing segments. CTR goals can average 3-6x improvement

Predictive Audience

• IP and Zip Code Targeting to connect with users in specific IP and/or Zip Code areas. Targets can be supplied by client or created by ATD based on Campaign Demo

IP & Zip Code Targeting

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When To Use Retargeting Strategies:• When a client’s site has in excess of at least 20,000 estimated Unique Visitors

per Month. ATD requires a robust cookie pool in order to achieve successful Retargeting campaign results. Only 7-10% of the Uniques can be used toward a Monthly Retargeting budget

• Performance Driven Campaigns demanding specific CPA and ROAS Goals

• CPM, CPC & CTR Rates take on less importance as Conversions and Revenue drive the KPIs. Retargeting strategies force higher CPM's and CPC's and tend to draw a lower CTR, mainly because we are forced to bid higher on limited retargeted cookies

•  No focus on the Geo as we only want to capture users who have shown intent when they initially visited the client’s site

• Retargeting can also be used as a Branding Strategy as users are delivered multiple retargeting ads, ensuring that the Brand is top of mind

• Retargeting is key for Cross-Selling campaigns

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ATD Leverages All Major Retargeting Strategies • Retarget Users anywhere on the internet. ATD has access to

all the exchanges and can thereby cast a very large net in order to reach your valued customer.

Site Wide Retargeting

• Retargets users while they appear on their Outlook/Yahoo Webmail. Outlook is a highly coveted group as they migrated as previous Hotmail users. Yahoo uses a larger ad unit 300x600

Outlook & Yahoo Retargeting

• Retargets users while on their Facebook page. The ad will appear on the RHR and/or Newsfeed sections of FB

FBX RHR (Right Hand Rail) and

Newsfeed Retargeting

• Retargets users while they appear on the You Tube. The use of Video and Free Companion Ads for this strategy

You Tube Retargeting

• Connecting client’s CRM data to Liveramp’s massive database, matching email addresses, physical addresses, etc to first party data. No emails need to be deployed via this method

Live Ramp Email Retargeting

• Retargets users via their IP address. Connect with all family members across all devices. Ie: Tablet, Smartphone, Laptop, etc

Household Extension Retargeting

• Specifically retarget users who didn’t fully complete the conversion funnel. One of the most effective performance driven strategies

Shop Cart Abandoner Retargeting

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The Data Alliance & FBXJust recently, Data Alliance agreed to change its price model from CPM to Revenue Share in order to accelerate 3rd party data performance. Data Alliance is used to successfully grow Client’s Limited Cookie Pool as ATD couples it with inexpensive FBX Inventory – This Successful Strategy is unique to ATD as the Data Alliance exclusively sells on a Rev Share Price Model through ATD alone.

o In the past, layering 3rd party audience data on top of FBX CPMs was too costly

o FBX CPMs are typically between $0.20 - $1, and 3rd Party Audience Targeting can add another $1-$3, hurting efficiency

o The Data Alliance revolutionized 3rd Party Audience Pricing by charging a % of CPM, instead of a flat fee

Example Campaign Targeting Females: Data Alliance: Fee of 12% For Targeting Females

On FBX, if the CPM is $0.30, the additional cost for Data Alliance is only 12%, or $0.03, making your total CPM cost about $0.33

Compare this to typical 3rd party data pricing where targeting Females costs a flat $0.75. $0.75 for data + $0.30 CPM fee = $1.05 (3X higher than targeting with The Data Alliance)

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Outlook New User Prospecting Strategy• Outlook Offers Two creative sizes:

• 100x72, static only, <40kb• 160x600, static only, <40kb

• Only ONE advertisement per page and ATD has exclusive access to this CTR Driven Strategy!

Example of Outlook 100x72 Ad Format:

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FBX Newsfeed & Right Hand Rail New Ad FormatThe Facebook Exchange has recently introduced new ad sizes featuring the same ad unit dimensions for both RHR and Newsfeed section. The 1200x627 will accommodate both sections yet the RHR will be reduced in size on the page.

FBX has also increased the Frequency cap to 2/24 from the previously set 1/24 and additionally, if a user ‘likes’ the a Newsfeed or Advertiser page, ATD is able to serve that user 4 ads within a 24 hour period, allowing for more targeted volume

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ATD Contextual & Keyword TargetingEnhance Fancy Feast Contextual Targeting with Keyword and Contextual Page-Level Targeting Technology. Create Custom Semantic Categories with lists of Keywords & Phrases and Leveraging Existing Categories.

Example Custom Keywords: • Cat Food• Cat• Fancy Feast

Existing Categories: • Pet Lovers

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ATD Keyword Search TargetingTarget Users who have Searched for Relevant Keywords using Custom Search Targeting Data These keywords are NOT Page-Level but were initiated by the user via their Search Query Box

Example Search Keywords: • Cat Food• Cat

Example: Fancy Feast

How?What Is Predictive Audience and

Look Alike Modeling?

Predictive Audience Targeting applies

algorithmic learning to 3rd party data to build an

audience comprised of users who matter for achieving an

ad group’s configured goals

The Targeting Algorithm uses Pixels (Retargeting or Conversion) placed on an advertiser’s site and Utilizes Look-alike

Modeling to find 3rd party data Segments to Build Audience comprised of High-Value Users

The algorithm also deactivates underperforming segments and constantly adjusts the predicted model to

reach the most valuable audience

Data Pool Filter

Added to Targeting

Discarded

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LiveRamp Data Onboarding

Send your Data Securely to LiveRamp. No Set Up Fee. Email Data Matched to

Live Ramp’s User Name Database

LiveRamp matches data to Online Browsers. Only Pay for the Data that Matches with LiveRamp 1st Party Data

LiveRamp Syncs your Data Directly to ATD. Cost of CPM added as Revenue

Share Percentage.

Email Address LifetimeValue Purchased in last 6 months

alex@gmail.com 123 Main St. $2,000 No

anne@gmail.com 1757 Elm St. $30,000 No

joe@hotmail.com 667 Mission St. $500 Yes

lisa@hotmail.com 20 Maiden Ln. $1500 No

gina@gmail.com 375 George St. $20,000 Yes

mark@gmail.com 598 Howard St. $100,000 Yes

THE PROBLEM:

Marketing organizations today have a wealth of transactional and CRM data tied to email and postal addresses. But this data is siloed from their online marketing initiatives and can only be used to personalize email and direct mail campaigns

THE SOLUTION:

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ATD Offers Access to a Large Video Footprint

• A Single Video Ad Network is not enough. Don’t limit your video campaigns to one slice of the universe

• Video networks are also taking large, non-transparent fees

• From public financial statements• Tremor: 41% average fee• TubeMogul: 72% average fee

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ATD Provides In-Depth Video Engagement Metrics, like Video starts, Quartile Completions and Completion Rates

• View performance for video and display in one single report

• Same granularity as display reporting, which is more detailed than any other DSP

Advanced Video RTB Reporting

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Targeting 1st Party Audiences across ALL Household Devices By Leveraging IP Targeting. Reach Same User Across All Devices in Conjunction with Targeting All Members of Household

Across All Devices

Wife visits website to look for promotions and gets

retargeted

Ad reaches daughter

(influencer) on phone

Ad reaches grandmother (influencer) on

tablet

Ad also reaches husband on

laptop

Household Extension Retargeting

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ATD High Definition (HD) ReportingATD Boasts the Most Comprehensive Display Reporting in the Industry through its High Definition (HD) Report

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High Definition Reporting Granularity•Great for viewing general stats by day and by ad group/campaign1. Ad Group

Performance

•For viewing video stat performance by creative2. Video

•For viewing performance across frequency. Great for click based optimization campaigns3. Frequency

•For viewing performance across ad format4. Ad Format

•For viewing performance by creative. Pull in ad format to help organize5. Creative

•For viewing performance by fold placement, Above/Below Fold6. Fold

• If running on a whitelist or running contextual targeting, see performance for every site on this tab7. Site - Category

•Go here for any site optimizations – Blacklisting sites that are not performing8. Site

•For viewing performance by supply vendor9. Supply Vendor

•Reporting in the user’s time of day – really powerful for optimizing and story telling10. Time of Day

•Reporting in the user’s day of week – look at performance of weekends against weekdays11. Day of Week

•Performance by browser – pull in device type or operating system12. Browser

•Performance by device type – pull in browser or operating system13. Device Type

•Really powerful tab for optimizing retargeting ad groups as we increase/lower bids on specific cookies14. Recency

•Reporting at the data element level inside of an audience. Really great for BT campaigns!15. Data Elements

•For viewing performance across the languages used in the browser16. Language

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How ATD Uniquely Optimizes Retargeting Campaigns

Building Customizable Recency SchedulesBidding higher/lower for recent/older prospects

Recency Flexibility Recency capping: Avoid displaying ads to users 30+ days after they visit your website

Frequency Capping Controls how many Retargeted Impressions are being delivered to the User in a Specific Time Period

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Display Viewability, Brand Safety and Suspicious Activity• Despite growing measures toward ensuring RTB quality traffic, the universe is so vast that it’s sometimes risky to only

run with a Global Block List.

• The Global Block List is updated by continually removing any offending IP Addresses or URL’s, yet when your Brand’s reputation is on the line, it is highly recommend to incorporate additional premium traffic filter measures including Brand Safety Features, Viewability and Suspicious Activity.

New Brand Safety Features does not allow any Adult, Alcohol, Drug, Hate Speech, Illegal Download or Offensive Language Content to come into contact with your client’s Brand

Viewability targets the Top 10-75% of Impressions most likely to be viewed for the longest time

Suspicious Activity Blocks Very High Risk sites above and beyond the ATD’s daily updated Block Lists which are already in place.

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Cross Channel Attribution, from Branding to DRMercedes + agency target new dads looking for safe sedans

Dad sees video ad on TopGear online episode

Visits Mercedes site, looks at safety pages

Retargeted with display ad listing safety features on FBX and YahooMail

2 weeks later, targeted with display ad for local dealer & pricing info on phone

Targeted with 3 more video ads about Mercedes racing

Visits dealer for test drive and gives email. Email is mapped to cookie LiveRamp.

Target audience is converted: Dad purchases

1 2 3 4

5 6 7 8

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ATD is a Direct Publisher

ATD is NOT an Ad Network. When you're not dealing direct, you will likely incur additional 'middleman' fees. ATD has access to a large digital

marketing footprint as it connects with all the major ad exchanges including the Facebook Exchange

ATD is Frequency

Transparent

ATD is unique in its ability to optimize Frequency. We are not a black box outfit, but one that is transparent and sets realistic frequency caps. Black box frequency capping can easily result in ad fatigue or worse, user annoyance!

ATD’s Unique Recency Data

Recency is data uniquely reflected in our reporting. We can bid on cookies that are more valuable as they convert and lower bid multipliers on those that

don’t. This decreases CPA and increases performance as we maximize budget potential

ATD’s High Definition Reporting

ATD HD reports are the most comprehensive in the industry with over 16 tabs of data. The data is used to optimize campaigns on a granular level and

includes Ad Group, Frequency, Site Vertical, Site List, Creative, Fold, Exchange, Time of Day, Day of Week, etc

ATD Offers a 48 HR OutClause &

Low Commitment

IO’s

ATD is confident in showing results pretty quickly. Media Buyers are very attracted by this low risk element. ATD can work on a month to month basis

and doesn’t require a large dedicated spend. Retargeting Only = $5k/Mth and Channel + Retargeting = $10k/Mth

ATD’s Unique Data Alliance

Rev Share Model

ATD uniquely offers Data Alliance 3rd Party Data on a Revenue Share basis. The CPM drops from $5-6 down to below $1-$1.50 CPM, greatly increasing the odds of successful performance. DA also allows the growing of small

cookie pools without solely relying on New User Prospecting

How ATD Differs From Its Competitors

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Special Offers for Webinar Attendees

Offers - would you be interested in:

1. Scheduling a discovery call with the ATD team2. Receiving more information about Acquisio Trading Desk3. All of the Above4. None of the Above

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Live Q&A