Dynamic Retargeting Possibilities for Booking Sites (by Vizury in Japan)
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Transcript of Dynamic Retargeting Possibilities for Booking Sites (by Vizury in Japan)
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HARNESSING THE POWER OF DYNAMIC RETARGETING FOR
ONLINE BOOKING SITES IN JAPAN
THE JAPANESE ONLINE TRAVEL BOOKING MARKET IS ESTIMATED TO GROW
42% OF TOTAL TRAVEL MARKET SHARE IN JAPAN
IN THE NEXT 5 YEARS
THE PROBLEM
Delivering relevant ads to users is difficult
The Users forgets about looking at the flight deal
The users makes the final booking on a different site
Low brand loyalty (they are looking for the best deal)
HARNESS THE POWER OF VIZURY’S DYNAMIC RETARGETING
Deliver ultra-relevant display ads to users
Suggest multiple relevant recommendations to specific users
Create Stronger Brand Awareness
Deliver discount deals to specific users
Cost effectiveness
What are the possibilities of DYNAMIC RETARGETING?
The User’s Purchasing Process with Dynamic Retargeting
A user searches for a flight
The user leaves the page and forgets about it
They search for some other product a few days later
A banner pops up showing what they searched for, and other related
locations they are interested in, and they click the banner
After a few weeks the user doesn’t make a purchase, a banner for a
discount is shown
Why Choose Vizury?
Abundant Ad Delivery Destinations
Variety of Delivery Logic
User Based Custom Creative Design
SSPs/Networks our Ads are served 30 BILLION IMPRESSIONS
FBX
SP
SP
SP
Coming soon
Coming soon
Distributed Networks
Dynamic Retargeting on Facebook
A network that doesn’t overlap with other DSPs (Google, Yahoo Japan)
Vizury’s Reached Networks You can expand reach by going on networks/SSPs that other products
can’t.
Company C’s reach
Company G’s reach
Distribution reach
comparison Vizury’s reach
• Use of own network Vizury
• Mainly Yahoo network Company C
• Use of own network Company G
You can serve ads on the MicroAd Funnel
network and be prioritized. You can
serve ads on our network at a 70% to
80% percentage.
Ad Delivery: MicroAd Network
We own the Largest SSP in Japan
QUALITY ADNW ranking Properties ranking
REACH
Ad Delivery: Facebook
PC Smartphone
Retargeting on Facebook made possible
Easy to start as the same data feed as the PC will be used
It is a feature only companies with access to the FBX can do
Average CTR is over 1%
Delivery Logic
Optimal bids depending on the time
elapsed since last leaving the page
Optimizes the bid with the media
and network
Bids are changed depending on
the popularity or the strength
put in to sell the product
Changes the bid depending on the
number of impressions
Strengthen bids for users that
go to the cart page, which
have high CVR
Bid by Days and Time By Publisher website By Products By Impression count By Cart segment
ads are delivered on a user basis, combining the use of types of bids.
A unique algorithm is made for each industry Analysis of recent specific product viewings Analysis of category/subcategory history etc.
The banner shows the same product that the
user viewed The banner displays another item from the same category as the
item that the user viewed
Customized Bidding
Delivery Logic
Delivery Side
• Bidding based on each SSP
• Bidding based on each media
• Bidding based on site category
• Bidding based on whether it is the first view or not
• Etc.
Site Structure
• Bidding based on each level (Registration, confirmation)
• Bidding based on product
• Bidding based on category (Max of 3 categories)
• Etc.
Time Frame
• Bidding based on time frame (6 hour blocks)
• Biddings based on day of week
• Bidding based on the days passed after leaving
• Etc.
User Based
• Bidding based on the number of visits
• Bidding based on number of views
• Bidding based on which product customers convert on
• Bidding based on the analysis of values for each product
• Etc.
A Multitude of Bidding Options for Better Performance
Optimization Case Study
First month
Second month
Third month
Case Study of bidding based on number of visits
We maximized delivery volume, while improving performance.
Vizury uses 30 different types of logic based
around user analysis, and bids by estimating CVR.
For the first month ads are
distributed widely, and is
optimized from there.
From the second to third
month, ads are distributed
mainly to users with high
performance, and the ones
with low performance are
weeded out. 1st 2nd 3rd
Vizury will create the delivered creatives, tested in global and domestic settings for performance and design
*When you deliver in Japan, the characters in the ads will be Japanese.
Creative Design
Compatible with many different feed formats XML/RSS/CSV/TSV/API
Data acquisition method HTTP link / FTP server
Information update frequency At least once per day/ possible to update multiple times
Available external data feed products
The feed is an important factor that will DIRECTLY AFFECT RESULTS And is compatible with many different data feeds
If you are using other dynamic retargeting services Able to migrate directly
Data Feed
Tag Installation
VIZURY is easy to integrate
There are only 2 types of tags
Thank You/ Confirmation Page Tag Regular page Tag
<script type="text/javascript">
function create() {
try {
var baseURL = "https://serv2ssl.vizury.com/analyze/analyze.php?account_id=VIZVRM1061¶m=e500&
orderid=●●●&orderprice=●●●&pid1=●●●&catid1=&quantity1=&price1=&pid2=●●●
&catid2=&quantity2=&price2=&pid3=●●●&catid3=&quantity3=&price3=¤cy=§ion=1&level=1";
var analyze = document.createElement("iframe");
analyze.src = baseURL;
analyze.scrolling = "no";
analyze.width = 1;
analyze.height = 1;
analyze.marginheight = 0;
analyze.marginwidth = 0;
analyze.frameborder = 0;
var node = document.getElementsByTagName("script")[0];
node.parentNode.insertBefore(analyze, node);
} catch (i) {
}
}
var existing = window.onload;
window.onload = function() {
if (existing) {
existing();
}
create();
}
</script>
JUST ADD A STATIC TAG WITHIN
</BODY>. Warning
Assign these parameters for 5 sections
for CV tags Order ID orderid
Product Price orderprice Product ID pid1
Product ID pid2 Product ID pid3
In Product ID , Product ID , Product ID 3, please
add the Product ID of a maximum of three purchased
products. If it is above four, please select three. If only one item
was purchased, you may leave product ID 2 and 3 blank.
Implementation fee
Starting from 300,000 yen / month (Not include tax)
CPC billing
Starting from 35yen
Period of Contract
At least 3 month (To be able to optimize)
Other
Agreement with the contract and NDA
Application