Tagged 'retargeting'

How Retargeting Works: Everything you need to know about the most popular innovation in online marketing.

Posted by John Gumas on July 22nd, 2013 at 10:10 pm

There has been a revolution in the world of online advertising. No longer are advertisers guessing at what viewers might be interested in based on age, gender, or other generic demographics. They now have targeted research of exactly which websites should be promoted to which people, and they are putting that information to good use.
The Basics
This breakthrough is called “retargeting”, a system which reminds Internet users of previously visited websites and urges them to return. Through retargeting, companies can identify people that have expressed some interest in their product and exclusively advertise to them. This creates a higher click through rate and, with persistence, results in a larger conversion rate. Viewers also benefit from seeing their screens filled with more relevant information as retargeting allocates limited advertising space more effectively.
New Innovations
Retargeting as an online advertising strategy has grown exponentially in recent years. Adroll, a San Francisco based company that specializes in retargeting, has increased its revenue by over 400% in the last four years. Other agencies are innovating even more ways to retarget. The New York City based media firm Collective has developed a software product that retargets television viewers online using data from cable TV set-up boxes. RadiumOne, a... Read more

'Best of Show' B2B – A Summit Int'l Creative Award Winner (Case Study Video)

Posted by Rick Mathieson on May 29th, 2013 at 12:29 pm

You've never seen B2B marketing quite like this before.
This initiative just won "Best of Show" for best integrated campaign at the Summit International Creative Awards.
How are you using B2C approaches in your B2B marketing? Share your stories here!

Closing the Loop – Email plus Display Marketing

Posted by Leslie Van Zee on January 31st, 2013 at 11:28 am

Integrating email with your advertising campaign has many advantages for both the consumer and the business. Not only is it a good way to increase your marketing response rates, it can create closer relationships with the majority your company's regular customers. When you integrate display ad campaigns into email marketing, you can create a system that can keep in touch with the customer while, at the same time, showing them that there is more that they can do with your business.

Display Ad Targeting Strategies

Posted by Leslie Van Zee on October 25th, 2012 at 9:45 am

Today's technology allows for a greater analysis of the constituency of any given business, including on the local level. Never before has localized audience profiling become so simple, and as a result, advertising has made a dramatic turn for the individual. Below is a list of various targeting strategies.

Why are tracking and targeting in mobile so different from online?

Posted by Scott Swanson on June 18th, 2012 at 8:11 am

One of the biggest misconceptions in mobile advertising is around the question of whether it’s possible to target and track users the exact same way that in mobile as it’s done in online advertising.
The cold, hard truth is that online targeting and tracking technology is primarily dependent on third-party cookies, and most mobile devices are not enabled for third-party cookies. This makes mobile a truly distinct medium, needing its own tactics and solutions for targeting and tracking effectively.

Why isn’t mobile the same as online?
Well, first you have to understand that tracking in generally done with the use of cookies. A wonderfully anonymous, easily-deleted, and low-file-size technology that is widely used on the desktop internet.
But there are two types of cookies. There are first-party cookies, which are the ones that remember your password when you log in to a website (and therefore keep you from having to re-enter your username on every mobile site you log into). They’re called ‘first party’ because they’re set on the same domain as the website you’re visiting, and have a very high acceptance rate (95%).
Third-party cookies -- the ones that advertisers place on websites -- track unique visitors across multiple domains or pages... Read more