webinar: advanced retargeting types: 5 new types of retargeting
DESCRIPTION
Site and Search Retargeting are essentials in a marketer's toolkit. But there is also advanced retargeting for those who would like to step up to the next level. In this webinar, you will learn 5 new types of retargeting to drive brand awareness, site engagement and conversions. Learn everything that you need to know about the newest forms of retargeting and targeting, in 30 minutes or less. Programmatic Site Retargeting Email retargeting On-site creative retargeting Content retargeting Look-alike targetingTRANSCRIPT
Webinar:Advanced Retargeting: 5 New Types of Retargeting You Should Try Today
PAUL MCINTYRE
Vice President, Platform Sales
CONFIDENTIAL // APR 2013 //
Marketers use Chango because we consistently & professionally solve their digital needs
1. SEARCH RETARGETING2. LOOK-ALIKE TARGETING
PROSPECTfor new customers
CONVERTmore site visitors
3. PROGRAMMATIC SITE RETARGETING
FULLY MANAGED AND PLATFORM SOLUTIONS
We help you prospect for new customers and convert existing site visitors
BRING YOUR OWN TARGETING
‘Big data’ and ‘programmatic marketing’ aren’t just buzz terms
BAROMETER RESULTS
“Retargeting” is more than just site retargeting
Survey of 51 media buyers (marketers and agencies) in the US. February 2013
5 MAJOR TYPES OF RETARGETING TACTICS USED
CONFIDENTIAL // APR 2013 //
Site Retargeting is fundamentally broken
CONFIDENTIAL // APR 2013 //
CONVERT SITE VISITORS
Programmatic Site Retargeting focuses on the true value of each site visitor
WHY USE IT?- Re-engage with visitors that
matter, even on FBX- Full transparency- Reduce wastage- Fully managed and self-serve
solutions
Advanced Site Retargeting
Standard RetargetingAll visitors treated the same
Dynamic ads based on pages viewed
BAROMETER RESULTS
Site Retargeting is primarily a direct response tactic
Survey of 51 media buyers (marketers and agencies) in the US. February 2013
CONFIDENTIAL // APR 2013 //
CONFIDENTIAL // APR 2013 //Image courtesy of AdExchanger.
WHY USE IT?- Find new customers- 2nd largest source of search data- Fully managed and self-serve
solutions- Boost brand awareness
PROSPECT FOR NEW CUSTOMERS
Search Retargeting reacts to hand-raisers based on their searches
HOW IT WORKS:
An Individual searches
Chango identifies those searches
Target only those relevant individuals based on the terms that matter to you
Search Term
Search Term
BAROMETER RESULTS
Search Retargeting is primarily a prospecting tactic
Survey of 51 media buyers (marketers and agencies) in the US. February 2013
SCALE MATTERS
1bn registered users, up to 25% of real-time display impressions
FACEBOOK MARKETING
Native and FBX
Native Facebook ads
Purchased in a 2nd price CPM auction
Uses the brand’s 1st party data for retargeting, or 3rd party data for prospecting
Typically owned by the display buyer
FBX – right rail, and now News Feed ads
FBX ads
Typically uses user profile for targeting
Ad types: Facebook Ads (voice of brand) and Sponsored Stories (voice of friend)
Facebook Marketplace – News Feed, right rail, Mobile News Feed ads
CHANGO AND THE FACEBOOK EXCHANGE
Find brand new customers,Retarget existing visitors
PROSPECTusing Search data &
3rd party data
CONVERTexisting visitors with1st party site data
THE FACEBOOK EXCHANGE
• Large scale• Drive conversions• Can include total "Likes"
from FB Page
2 types of Ads: Right-hand side Ad and also News Feed Post Ad
FBX RIGHT-HAND SIDE AD
• Prominently placed in News Feed
• Linked to FB Page• Drive Likes, Comments
Shares & Conversions
NEWS FEED PAGE POST ADS
Chango offers FBX ad creative services. Ask us for details
BAROMETER RESULTS
FBX is gaining traction. News Feed early test are promising
EMAIL RETARGETING
A very efficient tactic, that can be done in 2 different ways
Shopping Cart Email Retargeting
A relatively unknown tactic
Advertiser adds a retargeting pixel to an email blast
When consumers open the email, the pixel will fire-of
Advertiser can then retarget the user with an ad across the ad exchanges
Email Blast Retargeting
One of the first forms of retargeting
Send email to consumers who came to a (usually) retailer’s web site but dud not convert
Typically the email will include a monetary or non-monetary offer to entice the consumer to convert
CRM RETARGETING
Get your offline data online withCRM Retargeting
Proceed Onboarding partner with your
encoded CRM
Onboarding partner anonymizes your CRM and places it online
Your customers see a relevant message from your brand
Female
Boston
Online Shopper
WHY USE IT?- Coordinate and tailor multichannel marketing- Reactivate your dormant customers- Increase the value of your customer list
#learn: chango.com/resources
THE FACEBOOK EXCHANGE HANDBOOK
Everything you need to know about FBX marketing, including prospecting with search data.
Our next webinar ‘The FBX News Feed Opportunity’ will be on 8/15