Katana provides digital media solutions using advanced audience data modeling and advertising technologies. They combine data from their proprietary data partnerships and client sources to power smarter paid media campaigns. The webinar discusses retargeting strategies and tactics including types of retargeting, current performance metrics, data elements to analyze audiences, reach and frequency considerations, and tips for getting started with retargeting campaigns.

1. WEBINAR - MAY 31, 2017
RETARGETING TO THE MAX
KATANA

2. EXPERT KNOWLEDGE
2
STACI WEBERANDREAS ROELL
KATANA | EXECUTIVE CHAIRMAN
PRESENTER
KATANA | DIGITAL MEDIA SUPERVISER
PRESENTER

3. Katana provides next genera=on digital media solu=ons via
innova=ons in data modeling and adver=sing technologies.
We combine advanced audience data models with
highly sophisRcated technology infrastructure to
run smarter paid media campaigns.
Unlock media poten?al with smart campaigns
Our catalog of campaign packages provide marketers
and agencies the ability to reach audiences in
unprecedented ways.
Smarter digital adver?sing, smarter results
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Why Katana?

4. Quick facts
• Founded in 2012 (privately funded)
• 18 Proprietary Ad Technologies
• 68 Data Partnerships
DATA POINTS
PROCESSED MONTHLY
1.34
BILLION
UNIQUE COOKIES
PROCESSED MONTHLY
60
MILLION
AND OVER 2,000 CAMPAIGNS LAUNCHED IN Q4 2016
4
RecognitionWhere We Are
HQ: San Diego, California
Kiev, UkraineWashington, DC
COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 4
Who is Katana?
RETARGETING

5. CAMPAIGN INTELLIGENCE PLATFORM
CLIENT DATA
- CRM
- POS
- WEB
- ADVERTISING
- SOCIAL
EXCLUSIVE KATANA DATA
Largest real-Ome audience data for:
- AcOve Sports Events
- Higher EducaOon
- AutomoOve ownership
- Voter registraOon
- Concert goers
- Home ownership
- Clothing
- CosmeOcs & Jewelry
- TaYoos
- Many others
DATA PARTNERSHIPS
Cu^ng edge campaign soluRons not found anywhere else.
Audience DMP Performance Connectors Mul?-DSP Setup
So what’s the outcome?
and 54 more
5COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 5
Katana’s Technology Framework
RETARGETING

6. Campaigns
Katana has built an ever growing list of campaign execu=ons that fit easily into a marketer’s or agency’s media plans. We customize
each package to meet your needs or objec=ves.
Services
Looking to have us provide you with custom end-to-end media plans
and solu8ons?
Katana can be your digital media partner of choice. Our strategic
media team will help in strategy, audience data iden=fica=on, tracking
setup, crea=ve execu=ons and buying op=miza=on for all digital
channels on an ongoing basis.
OUR EXECUTIONS
• Auto-Trigger
• High Intent Audience
• CRM Cycler
• Cross-device
• Search Keyword
• Image NaOve
• SemanOc Context
• ProgrammaOc TV
• PinPoint
• Household
• Company
• Video NaOve
• Geo PaYern
• Audience Stream
• Offline Visits
• Database Match
• True Video
• Facebook Performance
• TV Extension
Our SoluOons
6COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 6RETARGETING

7. WHAT IS RETARGETING?
Retargeting is a tactic of online advertising that can help get your brand
in front of bounced traffic once they leave your website. If you’re
investing in any amount of SEM, SEO, social media or other online
initiatives that direct users to your website, then you should be
ensuring you’re converting as many prospects as possible.

8. 8COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 8
Types of RetargeOng
RETARGETING
1. Site Retarge?ng: retarge=ng based on a user’s interac=ons with your site
2. Email/CRM Retarge?ng: create special targeted whitelists based on people you’ve already
had contact with
3. Social Retarge?ng (Twi[er and Facebook): retarge=ng based on a user’s interac=ons with
your brand on social
4. Remarking Lists for Search Ads: Retarge=ng that combines a user’s website behavior with
their subsequent search queries on Google
5. Search Retarge?ng: retarge=ng based on a user’s search behavior

9. 9
Current State of RetargeOng
COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 9RETARGETING
“According to a comScore study, retargeted ads cause a 726% li9 in site visita;on a9er four
weeks. What’s even beDer is that retarge;ng can increase conversion rates by 147%.”
-Instapage
Only 2% of visitors take acOon on their first visit to a website.
There is a 147% increase in conversion rate with retargeOng leads.
26% of retargeted prospects return and complete an online checkout.
Rather than trying to aQract first-=me visitors who may or may not convert,
retarge=ng strives to get repeat visitors who are more likely to convert. However,
when marketers look at reports, those segments tend to be the highest converters
and consequently, marketers don’t dig further enough into the data.

10. Type of Data to Analyze
10COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 10RETARGETING
In order to get intelligence into what type of data
you should be looking at, leverage Google
Analy?cs and data elements through DSPs that you
work with. Consider looking at:
What pages people are looking at on your site
Past purchase behavior on a site
Geographic
Spend threshold
Type of products a user is interested in
You can then further refine targe=ng with addi=onal
data points and layers.

11. Type of Data to Analyze ConOnued
11COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 11RETARGETING
Google is getting smarter.
You can utilize some data that
they’ll provide based on
affinities that they see in your
particular audience.
DSPs offer a lot more in depth
data.
There is more granular data
available that can then be used
to inform other campaigns.
Google DSP

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Reach and Frequency
RETARGETING
Deciding reach and frequency capping is an important component of retarge?ng, meaning
many =mes and how oUen you’re showing an ad based on what that visitor is worth to you.
This is con=ngent upon the industry you’re in. Shoes, for example, have a shorter
purchase turnaround while a car/furniture/new home are typically longer cycles.
It’s also important to account for exclusion lists so that a campaign doesn’t retarget a
user who has already completed the ac=on.
*Pro Tip*: Typically, expect that you're going to pay a higher price to reach users in your
retargeOng pool (these are considered higher quality prospects), so you could end up
paying three, four or five Omes as much for someone who's been to your site before than
someone who never has.

13. Other Data Layers: Latency and MulO-Messages
13COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 13
Latency: how long it takes on average for
people to convert once they’ve visited your site
( you can then start building a threshold or cap
against this intelligence)
This can inform different =ered bidding
structures and models
This controls cost factors
RETARGETING
Mul?-Messages: serving different ad messages
throughout the retarge=ng cycle
This is especially crucial for higher =cket
items and industries (such as furniture or
cars)
Brands are some=mes challenged with
crea=ve costs, but it’s important to have
different messages that correspond to
where a user might be in the purchasing
cycle AND unique landing pages

14. RemarkeOng vs. RetargeOng
14COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 14
The biggest difference between remarke=ng and retarge=ng
is the strategy that’s used to reach prospects who have leU
your website without conver=ng or comple=ng an ac=on.
Remarke?ng: component of CRM and oUen relies on
email
Retarge?ng: Usually relies on cookies dropping ads
RETARGETING

15. 15COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 15
Benefits of RetargeOng
RETARGETING
1. Increase sales
2. Increased brand awareness
3. Increase conversions
We recommend that marketers use their first party
cookie pool and email addresses for both
retarge=ng/remarke=ng and for brand exposure.

16. 16
Tips to Get Started With RetargeOng
Clearly define your goals so you can determine whether the
campaign is working or not
Always use a frequency cap
Op?mize banner ads and crea?ve
01.
02.
03.

17. Stay in touch!
Contact:
info@katana.media
225 Broadway Suite 430, San Diego, CA 92101