There are many weapons in the digital marketer’s arsenal but few as promising as retargeting. With the holiday season upon us, we all expect our site traffic to spike. The question then arises, how can I use retargeting to reach these visitors and maximize my potential revenue? We have two choices, invest more budget in our campaigns or conduct smarter more efficient retargeting.
This is the webinar presentation hosted by Duff Anderson, SVP of iPerceptions and JF Houpert, Director of RTB Performance at AdGear on Thursday December 4th, 2014 to show how to recognize visitor intent in real-time for more effective and intelligent retargeting.
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iPerceptions & Adgear present: Retargeting 2.0
1. RETARGETING 2.0
RECOGNIZING VISITOR
INTENT IN REAL-TIME
WEBINAR STARTS AT 10:00 PST | 1:00 EST
IN PARTNERSHIP WITH
iperceptions.com webinar@iperceptions.c com #intentretargeting
2. RETARGETING 2.0 | RECOGNIZING VISITOR INTENT IN REAL-TIME
TODAY’S AGENDA
• Holiday retargeting trends and the cost of getting it wrong
• The biggest challenge of retargeting, relying solely on
behavior to execute campaigns
• How to improve the effectiveness of retargeting campaigns
by recognizing a visitor’s intent
iperceptions.com webinar@iperceptions.com #intentretargeting
3. Automobile Electronics Government Telecom Textile/Retail Consumer
80+
COUNTRIES
COLLECTING
+3,500
ACTIVE
BRANDS
+700M
SURVEY
INVITATIONS / YEAR
iperceptions.com webinar@iperceptions.c com #intentretargeting
15
PATENTS
PENDING
20M+
VISITOR INTENT
DATA POINTS/ YEAR
+14 YRS
DIGITAL CUSTOMER
EXPERIENCE
32
SUPPORTED
LANGUAGES
IPERCEPTIONS | DIGITAL CUSTOMER RESEARCH
24B
HITS
/ YEAR
Goods
Media
Hospitality/
Tourism
Financing
4. ACTIVE RESEARCH | REAL VISITORS REAL EXPERIENCES
ENGAGING IN THE
MOMENT OF TRUTH
ENRICHING MARKETING
TECHNOLOGIES WITH
THE VOICE OF THE CUSTOMER
iperceptions.com webinar@iperceptions.c com #intentretargeting
5. PROGRAMMATIC
BRAND
SAFETY
CRM DATA
INTEGRATION
ADGEAR TRADER | POWERFUL FULL FEATURE DSP
RICH SET
OF
CAMPAIGN
TARGETING
OPTIONS
FULL
TRANSPARENCY
ANALYTICS &
REPORTING
CAMPAIGN
OPTIMIZATION
& MACHINE
LEARNING
AUDIENCE
DATA
INTEGRATED
VIEWABILITY
METRICS
DYNAMIC
RETARGETING
RICH
MEDIA
iperceptions.com webinar@iperceptions.c com #intentretargeting
6. DIGITAL MARKETERS | SPENDING MORE TO REACH CONSUMERS
Big Number - 2014 Holiday Season
$51B
Total spending on US digital advertising
$22B
Total spending on US display advertising
(44% of total digital ad spending)
– eMarketer
iperceptions.com webinar@iperceptions.c com #intentretargeting
7. NORTH AMERICA | BIGGEST SPENDERS
Big Numbers 2014
In 2014 B2C ecommerce sales worldwide will reach
$1,471 trillion, 20% increase
US and Canada will remain the leading region accounting
for around 1/3 of the dollars spent on digital purchases
worldwide
– eMarketer
iperceptions.com webinar@iperceptions.c com #intentretargeting
8. HOLIDAY SEASON | ONLINE SALES CONTINUE TO GROW
Big Number - 2014 Holiday Season
Online sales will soar this holiday season, coming in a
$89 Billion, 13% increase
from last year – Forrester
iperceptions.com webinar@iperceptions.c com #intentretargeting
9. HOLIDAY SEASON | NEW ONLINE SHOPPERS
3.4 Million customers will fall into “new online shopper”
– Forrester
iperceptions.com webinar@iperceptions.c com #intentretargeting
10. HOLIDAY SEASON | ONLINE SHOPPERS SPENDING MORE
Big Number - 2014 Holiday Season
The average online shopper is predicted to spend
10% more this year
– Forrester
iperceptions.com webinar@iperceptions.c com #intentretargeting
11. RETARGETING DELIVERS | STAY TOP OF MIND
Big Number - 2014 Holiday Season
• 72% of visitors buy in the first 12 hours after first leaving a site
• 26% of customers will return to a site through retargeting
• Display retargeted visitor is 3x more likely to click on an ad
• Display retargeted visitor is 70% more likely to convert
iperceptions.com webinar@iperceptions.c com #intentretargeting
12. HOLIDAY SEASON | THE OPPORTUNTITY SPIKE
SITE
Nov. 2013 Traffic
Index
Dec. 2013 Traffic
Index
Ebay.com +44% +59%
Amazon.com +99% +25%
Walmart.com +31% +34%
Bestbuy.com +24% +10%
Kohls.com +77% +92%
Costco.com +21% +18%
Calculated on average monthly visits
iperceptions.com webinar@iperceptions.c com #intentretargeting
13. HOLIDAY SEASON | IT’S A PRICEY TIME OF YEAR
Costs Are Up – “It’s a Pricy Time of the Year”
CPC $1.6
August
3X INCREASE CPC - EXPENSIVE TO GET IT WRONG
Sample of AdGear clients
CPC $4.8
November
iperceptions.com webinar@iperceptions.c com #intentretargeting
14. HOLIDAY SEASON | IT’S A PRICEY TIME OF YEAR
6X INCREASE CPM - EXPENSIVE TO GET IT WRONG
CPM $0.48
August
CPM $2.9
November
Sample of AdGear clients
iperceptions.com webinar@iperceptions.c com #intentretargeting
15. Retargeting Works – Companies are Interested in Smarter Retargeting
456,407 LIVE WEBSITES
GOOGLE REMARKETING
20,837 LIVE WEBSITES
PERFECT AUDIENCE
72,677 LIVE WEBSITES
iperceptions.com webinar@iperceptions.c com #intentretargeting
ADROLL
RETARGETING | QUICKER ADOPTION OF NEW TECHNOLOGY
18. 15% OF VISITORS HAVE
THE STATED INTENT
TO PURCHASE
OTHERS
BLANKET RETARGETING | THE CHALLENGES
PURCHASE
INTENDERS
RESEARCHERS
SUPPORT
SEEKERS
USERS
iperceptions.com webinar@iperceptions.c com #intentretargeting
19. BEHAVIORAL RULES | THE CHALLENGES
56%
OF VISITORS IN THE CART
DON’T INTEND TO PURCHASE
67%
OF PURCHASE INTENDERS
DON’T VISIT THE CART
WRONG SEGMENT MISSED OPPORTUNITY
iperceptions.com webinar@iperceptions.c com #intentretargeting
20. BEHAVIORAL RULES | THE CHALLENGES
Rules are complex and difficult
to maintain
90%
SITES & CAMPAIGNS EVOLVE,
RULES NEED TO UPDATE
OF SESSIONS ARE UNIQUE
AFTER ONLY A FEW CLICKS
iperceptions.com webinar@iperceptions.c com #intentretargeting
21. MISSED
OPPORTUNITY
BEHAVIORAL MODELS | THE CHALLENGES
RESEARCH
SUPPORT
SITE TRAFFIC
80%
of opportunity missed
PURCHASE
OTHERS
USAGE
iperceptions.com webinar@iperceptions.c com #intentretargeting
22. THE OPPORTUNITY | FIRST PARTY CUSTOMER FEEDBACK
FIRST PARTY DATA IS KING
Acting on first-party data should
be a priority for every company
Customer feedback is valuable
first party data
iperceptions.com webinar@iperceptions.c com #intentretargeting
23. ACTIVE RECOGNITIONTM FOR RETARGETING
INCREASES THE PERFORMANCE OF RETARGETING CAMPAIGNS
BY RECOGNIZING VISITOR INTENT IN REAL-TIME.
iperceptions.com webinar@iperceptions.c com #intentretargeting
24. ACTIVE RECOGNITION | AD CONTENT & BID ALIGNMENT
STATED INTENT / OBJECTIVE MESSAGE / CONTENT
PURCHASE
Increase Conversion
• Special Offers / Promos
• Coupons
• Price Comparison
RESEARCH
Effective Lead Nurturing
• Product Awareness
• Competitive Comparison
• Product Specs / Options
SUPPORT
Increase Retention
• Live Support / Contact Info
• Support Topics / Search
• Community Knowledge
iperceptions.com webinar@iperceptions.com #intentretargeting
BID LEVEL
25. ACTIVE RECOGNITION | INTENT RETARGETING
RETARGETING 2.0
RECOGNIZE IMMEDIATE
VISITOR INTENT
1 2 3
SETUP CAMPAIGNS
ACCORDING TO INTENT
STATES
COLLECT STATED INTENT
TO FUEL ACTIVE
RECOGNITION TECHNOLOGY
iperceptions.com webinar@iperceptions.c com #intentretargeting
26. RETARGETING 2.0 | RECOGNIZING VISITOR INTENT IN REAL-TIME
5 TAKEAWAYS
Retargeting is evolving | need to be relevant
First party data is king | find innovative partners
Recognize visitor intent | ad content & bid alignment
iperceptions.com webinar@iperceptions.c com #intentretargeting
27. RETARGETING 2.0 | SCHEDULE A MEETING TO LEARN MORE
SCHEDULE A MEETING
TO LEARN MORE
webinar@iperceptions.com
iperceptions.com webinar@iperceptions.c com #intentretargeting
28. IN PARTNERSHIP WITH
www.iperceptions.com |
iperceptions.com webinar@iperceptions.com #intentretargeting