Tagged 'retargeting'

With Rising User Acquisition Costs, App Marketers Need to Be Smarter

Posted by Joseph DeLuca on January 16th, 2014 at 5:03 am

It is now more costly than ever for developers and app marketers to acquire new quality users for their apps. On average, it now costs developers $1.79 to acquire a quality user, defined as a user that will open the app at least three times. That's up 30% from November 2012, so it's imperative that app marketers are taking an intelligent and efficient approach to advertising.
Users Cost More Than They Are Worth
Many within the industry are fixated on finding low CPI prices and building a large and wide encompassing user base, but that approach is rarely fruitful.
A prime example can be found within the gaming vertical. SuperData estimates that the cost per install was $2.73 for mobile games, compared to an average revenue per user (ARPU) of just $1.96. For the holiday season, SuperData estimated that the CPI would be more than double the ARPU.
Similar trends exist within other app verticals such as travel and commerce, where acquisition costs can be even higher than within the gaming vertical. Fueling the rising cost of user acquisition is the deep pool of competition. Both Apple’s iOS App Store and Android's Google Play Store now each have more than one million apps available.
The... Read more

Retargeting 101 for Small and Mid-Size Businesses

Posted by Katya Constantine on November 1st, 2013 at 10:33 am

Simply put, “Retargeting” is the action of displaying a banner ad to a user online that has either been to your website, or has shown intent on your type of product of service.

There are many different types of retargeting- behavior, contextual, site, search and audience extension. The terminology can be overwhelming at first, but we would like to break it down for you and show you how this could benefit your business. According to Digiday:

1 in 5 marketers has set aside budget for retargeting campaigns.

Types of Retargeting:
Site Retargeting targets two types of people: existing customers you want to bring back to your site, and potential customers who visit your site, but leave without making contact, or a purchase. Re-engaging folks that have been to your site often time leads to conversions or an increased awareness of your business.

How Does This Impact My Business?
Most marketers that are doing some type of Digital Marketing (PPC, SEO or Social) drive clients to your website to complete some action. Search Retargeting allows you to capture that audience AGAIN and in a different environment, often times triggering that “Ah-Ha” moment. By engaging in Site Retargeting, you can continue the engagement once a user has left... Read more

The Case for Cookies: 5 Ways They Make Life Better

Posted by Nick Matarazzo on October 14th, 2013 at 10:05 am

Recent talk around big data, retargeting, and the potential impact on consumer privacy has unleashed a torrent of criticism and controversy, especially in the wake of the NSA shake-up.
Individual privacy is important, and no (sane) person supports identity theft. But we should be talking more often about how credible businesses are using data to create better consumer experiences.
Recent research has turned up a few insights into how consumers feel about retargeted advertising. An August 2013 eMarketer article citing a study by Adroit Digital and research company Toluna revealed that, “Thirty percent [of those surveyed] had a positive or very positive reaction to retargeted ads vs. 11% who felt negatively about them.”
Our search engines anticipate our queries, music streaming sites know what we want to hear, and our favorite e-commerce companies know what incentive will get us to “add to cart,” so why wouldn’t we want advertising with relevancy?
Here are the five reasons I’m making the case for cookies.

1. We Get Relevancy
The age of unleashing a barrage of ads on every user is over. Attention span is short, space is limited, and marketing dollars are being spent as efficiently as possible. If I’m in the market for a new luxury... Read more

Look-Alike vs. Do-Alike Data

Posted by Chad Little on August 16th, 2013 at 7:37 am

It can be difficult to get a straight, simple answer from most companies in our industry about what they do – they/we tend to overcomplicate things. It’s what I like to refer to “Booth Babble syndrome.” You know, that tradeshow booth that contains an ungodly amount of text that says absolutely nothing. When asking the people attending the booth, “So what they hell do you do?” you’ll get a different answer each time. You lost me at “asynchronous” or “synergistic” or “bla bla bla.”
I think a lot of companies do this because there really isn’t a good answer as to what makes them different. They just don’t have a product or service that’s unique in any way. So the only real way to sell their useless products is to layer on lots of fancy, confusing words and attempt to baffle the buyer.
Some of the worst culprits are data companies and the metrics they use to sell to advertisers. I tend to look at online data in 2 simplified buckets: look-alike and do-alike. Advertisers tend to be very confused about the difference, but it’s something they need to know.
Look-Alike Data: Why Not Use It?
Advertisers would purchase this type of data based... Read more

Retargeting’s Dirty Little Secrets

Posted by Chad Little on July 24th, 2013 at 7:18 am

The team here at adhesive.co has been in the retargeting industry for a long time. We helped pioneer the space with the founding of FetchBack in 2007, back when the networks didn’t even know what retargeting was.
Since that time FetchBack has grown into the niche we knew it would, a service that has become a budget-line item for online marketers. It’s also become a hyper-competitive space with everyone claiming they can provide the same services and features. In the long run, this competition is great for marketers. Service levels should be increasing with prices declining. There are always the good players in with the bad. We thought it would be important to put together a quick checklist of what to watch out for when reviewing a retargeting partner. Never be afraid to ask pointed questions when you’re in the evaluation process. Actually, it doesn’t hurt to ask these questions of those you’re already working with!

Frequency caps: This is a big one. There are benefits to having a cost-per-click model when purchasing ad inventory, including retargeting. But there is a downside. The vendor is motivated to ship as many ads as possible in order to drive clicks. This can create a... Read more