In a previous post where we defined re-targeting, I addressed how re-targeting works and some of the benefits for advertisers. Let’s go a bit deeper by outlining the 3 types of re-targeting available today.
1. Site re-targeting
This is the most common one. The idea is to display an ad to a customer who has already visited a company web site. Most likely a company has spent marketing dollars to get a customer to their site in the first place, so the term re-targeting is derived from the concept of marketing to them again, however in a different manner.
As an example, site re-targeting can be used by e-tailers to target customers who have browsed their products, added them to the shopping carts but have not completed the sale. In this case those customers may be shown an ad showiing the product they have not purchased yet. Mots ad networks and the Google Display (formerly content network) offer some type of re-taregting capability to their clients.
2. Search re-targeting
I believe Yahoo! is the only large search engine which offers this capability at this point. According to Yahoo!’s announcement, ”Search Retargeting is a customized display targeting solution that lets advertisers capture user interest from search terms and retarget the user with display ads in the Yahoo! Network.
For example, if a user searches for the keyword “sandals,” indicating strong purchase intent, an advertiser can target that user with a tailored display ad for footwear.
It remains to be seen whether Bing will integrate this functionality as the Bing and Yahoo! alliance moves forward and Bing manages all organic and paid search for both platforms. More on this topic next week as I will write about the alliance and timeline in more details.
3. Social re-targeting
This is a rather new and no less exciting form of re-targeting. When customers visit a web site, advertisers identify those who have converted (or engaged in a positive brand experience online such as the download of a video or a newsletter sign-up). Third party platforms then look at those customers social network and determine their closest 10 friends or colleagues. This is done by assessing the strength of the bond between the customer and his or her network of friends and colleagues across Facebook, LinkedIn etc … Elements like the number and strength of interactions across the social networks are considered.
The assumption is those 10 closest friends or colleagues have common needs and will behave somehow similarly online. The final piece of the puzzle is when this network of friends will go online, they will see the ads that show some products and services that the customer bought or signed-up for in the first place. This is a fascinating way to target customers based on their friends behaviours. More information is available in this great webinar from iCrossing.
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