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I’ll be

backretargeting the consumer

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joining in…

BCA

…behavioural targeting

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BA

C

D

mudA. Don’t own a Mercedes

but have seen the adsC. Recently compared

models on the site

B. Already own a Mercedes and actively looking to replace

D. Has just received online quotation...

slinging

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“lets get together…”one tag

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Consumer Behaviour Tracking

• Re-target ads based on previous behaviour across media properties

• Cross-sell / Up-sell to maximise ROI

• Build valuable user database over time• Who has never visited your site• Who has visited your site • Who is active participant on your site

• User interactions determine which ad is shown next in sequence

• Encourage user through the decision making cycle

• Unlimited creative ‘paths’ help improve conversion rates

Pre-Impression, Post-Interaction & Pre-Click

DejaVu Re-targeting Behavioural Sequencing

During the CampaignPrior to Campaign1st imp 2nd imp 3rd impPrior to Impression Ad

Unknown

Site Visitor

Participant

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How behavioral ad sequencing works

The linked sequential example could be adapted as follows:

First Ad - user interacts and chooses music style as their selection

Second Ad – remembers preferences and displays relevant ‘style’ creative

Third Ad – Incentivises user to make a purchase by giving them an option to receive a free eCoupon

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EU Tobacco (EMEA) – Behavioural

• 93% of interactors saw second sequenced advert • Those who saw second advert were positively

inclined towards click thru

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13.5% watched the entire entry video 0.1% average CTR – 0.33% in ‘sent mail’ MPU

0.01% started the data-capture process 11% of initial respondents went on to give

email address in subsequent screens

Higher rates could have been achieved if the data request fields were higher

Levi’s (MultiNational) – Social Advertising

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Other examples

MSN Music Teleflora

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• MEC Interaction sought a technology to actively engage the individual user wherever they were physically or within the campaign lifecycle

• Physical Location: Multi-lingual throughout CEEMEA territories

• User Environment: Complementing web page access with mail and desktop messenger and the need to flow seamlessly between them

• Lifecycle State: Multiple stages of competition From initial awareness, registration processto the multiple upload stages over the weeks

K550i Cyber-shot™ Promotion

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• Take photos of yourself preparing for each weeks challenge and upload to the site

Lights, Camera, Action!How to train for one of the four challenges

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K550i Extreme Challenges (Change by Week)

Week 1 Week 2 Week 4Week 3

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Behavioural Profiling to Target MessageThe K550i Extreme Tour Concept• Creative based on user state: if registered, how and if uploaded pics?

The Game RegistrationUser totally unknown

No Upload UploadedUser registered via the banner

No Upload UploadedUser registered via the web site

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Following the UserMultiple points of entry and reminder

Being exposed to the initial creative Example: Web Browser

Enabling user to register in situ Example: MSN Today

Re-targeting irrespective of channel Example: Live Mail

Further re-targeting across channels Example: Live Messenger

And any combination thereof…

Web Page Messenger MessengereMail

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Campaign Process

• Game animation rotates with sign-off• Urges registration within banner• Allows photo upload within banner

Then enables forward-to-friendDrops tag to remember state

• Once complete sends email to user• Request to complete web registration• Confirmation of registration email

Drops tag to remember state

• User can enter this weeks competition• User completes photo upload

Drops tag to remember state

• Re-targeting creative based on state

Banner registration and re-targeting concept

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ResultsGuiding people through the campaign funnel

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Summary• Most technically challenging campaign undertaken online to date

• A melting pot of: innovative planningcreative technologypublisher knowledge consumer insight as well as an element of calculated risk-taking on behalf of the client

• Did not cost a single cent more on ad serving or on media purchaseKnow how to work the technology that is user-centric to meet objectives

• Only required some slight amendments to the back end destination site and a very well-crafted master template…

multiple points of entry and reminder