Webinar: Advanced Retargeting Types: 5 New Types of Retargeting

Webinar:Advanced Retargeting: 5 New Types of Retargeting You Should Try Today

PAUL MCINTYRE

Vice President, Platform Sales

paul@chango.com

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