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
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
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
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