iadbox Feature Showcase #2 – Re-targeting



Re-targeting is a big deal in digital advertising and we’ve all been “tagged” at some point or other. In most cases companies re-target their prospective customers through the following process:

  1. Customer prospects are tagged when they do something online, such as viewing a product, by placing an anonymous “cookie” in their browser.
  2. Then when they visit other sites, they are targeted with banner ads for the original product they looked at.

And this re-targeting strategy works when you look at the numbers. With, for example, Google’s retargeting display network you are able to connect to 84% of tagged people, 10-18 times per month. Cool huh? 84% of people looking at a product can see that same product advertised on other websites 10-18 times per month for the following months!

And that’s irrespective of whether they’re still interested, whether they’ve already bought it, or, for example, if their 7 year old daughter looked at the product on their computer.

Oh… less cool?

Needless to say that many of us find this re-targeting annoying, intrusive and in many cases, downright creepy. But as far as the ad industry is concerned, it works as it “generates greater online sales by keeping your brand front and center and bringing window shoppers back when they’re ready to buy”.

So suck it up people.

Or maybe there’s another way? Let’s talk about how iadbox does re-targeting…

Our approach is to send people messages based on the things they have previously told you. It’s a bit like when you’re having a conversation with someone and when they say “I like the blue one”, you say “let me tell you more about the blue one”. We call it a ‘natural dialogue’ and means people are involved in deciding what you do and don’t send them in future. We provide all of the tools for users to tell you what they want to see, including preferences, like/dislikes and explicit information about what they want. We do this last bit with custom messages that include questions, the responses to which will automatically update a user’s profile. They can then be segmented for subsequent communication based on those responses.

A great example of this is a campaign we ran for KLM. We first sent a message to people asking them which of the European destinations they were most interested in for short breaks. The week after we sent a generic message to people who didn’t vote and a personalized message for those that did, about their chosen destination. Here are the results…

iadbox’ re-targeting based on user responses

iadbox’ re-targeting based on user responses

Guess what? If you ask someone what they like and then send them more information about what they like, they like it and they act upon it. An 89% (yes, eighty-nine percent) click through rate (CTR) is the sort of result from non-intrusive, natural dialogues that we should be aiming for with personalized mobile communications and not <1% CTR from intrusive ads.

To recap, iadbox stores your user’s responses to questions and their stated preferences, so that you can micro-segment and re-target them (or exclude them if they say they don’t want it) based on their responses.

And it works.

John Roberts
Managing Director at iadbox, expert in mobile telecoms and marketing/advertising. @johnmroberts

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