Ve interactive Prospecting & Retargeting Strategies Webinar
of 35
/35
-
Upload
veinteractive -
Category
Marketing
-
view
169 -
download
2
Embed Size (px)
Transcript of Ve interactive Prospecting & Retargeting Strategies Webinar
Lunchtime SessionsProgrammatic Prospecting & Retargeting Strategies
Gareth NevilleHead of Agencies (UK) at Ve Interactive
Please tweet any questions to @VeInteractiveor email [email protected]
33 offices 47 territories 18 languages
Show targeted messages at scale that drive onsite performance
What do do?
• What programmatic advertising actually is
• Its benefits
• How it works
• Why you should use it
Last time
• Prospecting campaign set-up & targeting capabilities
• Data strategies
• Inventory
• Onsite performance
• Retargeting
• Optimisation
• Reporting
• Q&A
What we’ll cover
How do we target?
Impressions measured per month by
=150 billion +
Targeting at a granular level to a mass scale
To find the right user we layer:
DataTechnologyInventory
• Data led buying model
• Pre campaign anaylsis to determine targeting
• Unique audience templates built and introduced to the campaign to drive performance
Prospecting focus
10,000 clients
have our display campaign tag on their site
make consumer trends actionable
By collecting & modelling 100 data points we can
Modelling data from consumer groups
Time
Day
Geolocation
Referral website
Browser
Device
Screen Resolution WiFi/Plugged in
We can see a large number of conversion from:
.com
between 9-10pm in London On a tablet connected to
WiFi
On the
=
Looking at all these together So we can find the right user
1st party data
To collect a pool of converted users (cookies)
5-10 days
Run lookalike model in our DMP
+3-4 times+3-4 times
2nd party data
Intent & Interest data is used to identify those users who have shown a commitment to purchase
3rd party data
Targets demographic, behaviour, intent & interest
One big data party
Channel targeting
Targeting groups of sites that share similar content
Channel = shopping
Sub channel = footwear
4 types of inventory
Private MarketPlace deals• Abbreviated to PMP
• Gives advertisers more control over where ads run
• PMP spend has tripled over the last 3 years
Semantic targeting
Target by subject, keyword or topic
Semantic targeting
Block ads from appearing alongside certain keywords/phrases
Prospecting to be proud of
• Targeted & granular campaign, from the start
• Reaching the right audience at the right time alongside the right content
Performance
Retargeting strategies should bemore savvyless spammy
Bounces
Retarget 3-4 times in 24 hours
Bounces
Retarget at higher recency & frequency
With retargeting,
personalisation is key
test, test, test
Try different days of week/times of month
Powerful dynamic retargeting
No product feed necessary with
Optimisation
• Delivering the best ROI
• Ensuring efficient budget expenditure
Optimisation
Human(Media Traders)
Technology(Algorithm)
optimising 24/7 & testing
Learning phase
Optimised phase
Success eventsClick
Hit to landing pageSale
Traders & tech analyse data points that lead to success &
ensure performance
Reporting
• How we model data from consumer groups
• A cohesive 1st, 2nd & 3rd part data strategy
• Inventory strategies to achieve brand safe ad placements
• A “more savvy, less spammy” approach to retargeting
• How humans can work with technology for unlimited performance
Summary
2015/16’s buzzwords – Ad Blocking
For more information check out the IAB’s jargon buster.
Next time…
Please get in touch to be placed on the waiting list [email protected]
Again, for more information about any of the things we’ve covered, please email [email protected]
