Remarketing’s Role in the Marketing Mix


Post by Anne McCarthy, Associate Media Manager with insights from Mary Kate Fritzsche, Senior Media Manager

Remarketing is a common tactic used by brands aiming to reach today’s multichannel consumers. New developments in remarketing are emerging, allowing advertisers to send consistent and personalized messaging to the right consumers at the right time.

Typically, a conversion takes multiple visits. Remarketing gives advertisers the chance to target past visitors and deliver relevant ads based on their actions and intent. Additionally, it’s important to understand the connection between data, inventory and strategy because when all of these elements come together, advertisers have the ability to capture the right customer’s attention. And through search, display and programmatic, we are able to do just that. To properly replenish search and remarketing user pools, it’s imperative to launch and scale out mid- and upper-funnel tactics to reach relevant users and drive them down the path to conversion.

SEQUENTIAL MESSAGING

It’s happened to all of us: we click a display or video ad and for days, the same ad appears wherever we go.

Advertisers can implement sequential messaging where the user is served with a new, customized ad based on intent and previous interactions. Sequential messaging gets the right content to the right people at the right time. It also allows advertisers to display a different creative, message and call-to-action at various points in the consumer journey. Here are the some options for running sequential messaging:

  • Running a sequential order based on clicks through The Trade Desk (Demand Side Platform): This will display ads 1, 2 and 3 to the user in a sequential order. For example, the first pool of visitors that click on ad 1 will then be served ad 2. The second pool, which involves visitors that click on ad 2, are then served ad 3. Determining which creative performed best is challenging because the ad delivery is based entirely on the user’s unique stage in the conversion path.
  • Running a custom rotation through DoubleClick Campaign Manager (Ad Server): In this sequential rotation, your ad sequence is based on the weight that you select for each creative. For example, if creative 1 has a weight of 90% and creative 2 has a weight of 10%, creative 1 will be served 90% of the time. The problem with this strategy is that the creatives are entirely random.
  • Running a sequential order based on flight dates through DoubleClick Campaign Manager (Ad Server): In this type of sequential messaging, ad sequence is based on the flight of the creative. An advertiser can run creative 1 for one week, creative 2 for the following week and so on. This will allow your target audience to see different messages based on varying time periods. However, the issue with this strategy is that the creatives may not be reaching the same audience each week and users may not see the various messages in sequential order.
  • Running a sequential rotation based on impressions through DoubleClick Campaign Manager (Ad Server): In this sequential rotation, your ad sequence is based on what impressions are delivered to the users. For example, if a user is served creative A, then the next creative they will be served is creative B and then creative C, and so on. This method is most recommended, as it allows the advertiser to deliver sequential messages that are not based on flight dates or user interaction (clicks). The sequential messaging will also allow advertisers to tell their story and capture the right consumer’s attention along the path to conversion.

To learn more about sequential messaging, please contact Performics today.


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