{"id":2779,"date":"2017-09-21T15:48:03","date_gmt":"2017-09-21T19:48:03","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=2779"},"modified":"2017-11-03T08:37:24","modified_gmt":"2017-11-03T12:37:24","slug":"path-better-retargeting","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2017\/path-better-retargeting\/","title":{"rendered":"The Path To Better Retargeting"},"content":{"rendered":"

\"Darts<\/p>\n

There\u2019s been a lot of talk lately about brand safety, usually focusing on where ads appear. But there\u2019s a huge industry of re-targeting that drives advertisers into less brand safe sites. And it\u2019s not just the environment \u2013 brand image can also be compromised when advertisers unleash an avalanche of retargeting ads using shoddy templates, without frequency caps, running on a massive volume on long-tail sites.<\/p>\n

This is not to say that retargeting as a tactic never works; if done correctly, it can certainly drive sales. A case study<\/a> using audience splitting showed that site visitors were more likely to return to the site and convert compared to site visitors who were retargeted with PSAs. <\/p>\n

But these results were driven using whitelists. <\/p>\n

There are a few reasons why the dominant form of retargeting is the easy button for marketers to drive KPIs, since it delivers a lot of ads without having to think about the creative process. Often, re-targeting is highly focused on short term metrics under the goal of \u201cperformance,\u201d far away from senior marketers or the brand advertising group.<\/p>\n

The big retargeting vendors rely on huge volumes, cheap media and high frequency to drive a massive volume of impressions that will drive the clicks on which they\u2019re paid. The model is generally a black box \u2013 a volume of clicks drives a smaller volume of conversions. Site placement and frequency are chosen to drive a large volume of clicks. This results in ads appearing in multiple slots on the same page, and often on sites that wouldn\u2019t make any advertiser whitelist. <\/p>\n

And while the mass retargeting pricing model is usually based on a cost per click (CPC), this is often at a flat rate. Advertisers pay a flat, pre-negotiated CPC, which can drive huge profits for vendors, since it\u2019s easy to drive cheap clicks. To justify CPC pricing, last touch Cost per acquisition (CPA) is usually a secondary metric, all of which can drive questionable practices<\/a> as multiple vendors scramble for ad clicks and last touch CPA. <\/p>\n

But because retargeting does deliver incremental conversions, these bad practices are excused as either necessary to the process or justifiable, given the success of the tactic. But can an advertiser get similar results without the negative consequences?<\/p>\n

The answer, of course, is yes \u2013 it just takes a little work. If an advertiser is willing to step outside of Big Retargeting, the tactic can be far more refined. Users don\u2019t have to be targeted on a \u201cset it and forget it\u201d basis. Retargeted ads can be frequency capped, and run on a whitelist to avoid cheapening the brand. By buying on a cost per thousand (CPM) model, the advertiser can choose the placement, rather than that placement being chosen by a machine that is designed to maximize a low-value KPI like a click. <\/p>\n

It can be effective to use retargeting data for lookalike modeling. If users who are interacting with a brand belong to specific behavioural segments, other users in that same segment can be targeted with similar products. But since standardized, single-purpose retargeting products are a black box, you can\u2019t use that data to inform your other tactics. The ideal scenario is to use retargeting, use lookalike targeting, but also use the granular data from both to inform your brand campaigns. <\/p>\n

Creative can move beyond the ubiquitous grid of product gifs and awkwardly placed logos. In fact, any format can benefit from dynamic elements; including custom sizes and rich media. A home page takeover can be dynamically built at the ad level so that users who\u2019ve had past interactions with the brand can see a version customized to them. <\/p>\n

Triggers for retargeting (either the actual buying of an impression or the content of an ad) can be adjusted to the individual advertiser rather than having to accept the templated approach designed to fit the vendor model. An advertiser can customize ads and targeting depending on the path of their user, by specific page viewed, buttons activated, videos watched \u2013 anything.<\/p>\n

External data can be layered on \u2013 with different versions being shown at different times of days, or during different types of weather. Frequencies can be adjusted as promoted events draw closer, sales approach or users put items into shopping carts. Selling tickets to a show? Retargeting ads can show the prospective buyer how many tickets remain. Need to push sales for seasonal inventory? Dynamic retargeting can do that.<\/p>\n

Over the years, retargeting has evolved to drive scale and profit at all cost to the industry giants, which can compromise the integrity of your brand and the efficiency of your advertising budget. But it doesn\u2019t have to be like this. Maybe it\u2019s time to avoid the temptation of the easy button and try some of the other tools that should be in every advertiser\u2019s toolkit. <\/p>\n

\"IanIan Hewetson specializes in bridging the gaps between advertisers, publishers and advertising technologies to make customized strategic solutions work in the real world. In the course of overseeing thousands of campaigns, Ian has been responsible for spearheading revolutionary initiatives including dynamic ad serving, automatic optimization, brand response survey systems and eyereturn\u2018s audit system, eyeverify. This unparalleled experience has earned the trust of hundreds of clients at top tier publishers, agencies and advertisers.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

There\u2019s been a lot of talk lately about brand safety, usually focusing on where ads appear. But there\u2019s a huge industry of re-targeting that drives advertisers into less brand safe sites. And it\u2019s not just the environment \u2013 brand image can also be compromised when advertisers unleash an avalanche of retargeting ads using shoddy templates, […]<\/p>\n","protected":false},"author":27,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[127],"tags":[718,573,385,719,720,721],"acf":[],"yoast_head":"\nThe Path To Better Retargeting | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2017\/path-better-retargeting\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Path To Better Retargeting | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"There\u2019s been a lot of talk lately about brand safety, usually focusing on where ads appear. 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