1. Technology & Tradedoubler
Targeting Solutions: How it will work?
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2. td Technology will release
targeting functionality this year
including our own retargeting
solution.
This presentation explains the
different targeting options within
TD Integral.
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3. Advanced targeting & Tradedoubler
td Technology offers 5 different targeting solutions :
Geo-targeting
Device targeting
ISP targeting
IBA targeting
Retargeting
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4. Geo-targeting
The use
Target your ads anywhere from a country or down to a block
Decide the target areas based on your product
Increase conversions online by fine tuning your targeting
Find potential customers even when they access Internet from abroad
The technology
Use of latitude and longitude data
Easy to use Google Maps interface
Internet access point provided and updated monthly by MaxMind
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5. Geo-targeting setup
“Target countries, cities, ISP points or specific regions. …”
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6. Target areas around stores in regions
• With the Tradedoubler ISP-based
geotargeting technology, you can easily
define the target areas of the different
stores.
• You choose how big the target areas are
for the different stores and you get a
great overview of how many Internet
connection points you have in the
different areas.
Targeting setup
Target areas closest to the different IKEA stores with different ads.
The different ads can promote the same product offers but can show
the name/placement of the local store in the ad.
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7. Increase conversions by targeting areas
Studies have shown that conversions from
e-commerce increases significantly when
the ads are shown to users that don‟t live
close to the physical stores where the
product can be bought.
With the TradeDoubler ISP-based
geotargeting technology, you can now
choose to target areas that are not close
to the physical stores with specific
messages promoting the online shop.
Targeting setup
Target areas that do not have a physical fashion store close by.
Show no ads to the users that have a physical store in the city they
live in or close to.
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8. Device targeting
“Target consumers on a specific
device, browser or operating system ”
Platform / OS Device model
Target mobile device based on Platform/OS Target mobile device based on brand or specific Model.
Example: If you want to promote an iPhone app in order Example: Target only SonyEricsson with a campaign for a
to increase downloads you want to make sure that new phone from SonyEricsson. Since it has proven that
the campaign is only targeted to iOS devices. people are brand loyal this is a perfect way to move
them up the value chain
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9. Web to shop opportunities (ROPO)
Use geo-targeting and device targeting
to simulate the ROPO-effect
(Research Online, Purchase Offline)
add location-based offers
to mobile devices
Create the willingness To stimulate offline
to buy online purchase
Today: batch tracking
• Physical coupon
• SMS on a mobile phone
• Online lead & ID
• Unique promotional code
Tomorrow: direct tracking
• Mobile phone transaction
(2D Flashcode, NFC, …)
• …
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10. ISP targeting
“Target consumers on a specific
Target users connected from a specific ISP
internet service provider or mobile operator ”
Target all users that connect to the
Internet through a specific ISP
provider.
Anna belongs to a group named “Telia
Sonera” and therefore we can target
her with offers from Telia Sonera or
their competitors Elisa.
Operator / Carrier
Show your banners only on to users on a specific carrier network.
Example: Use the operators demographic strength
to reach your target audience. The operators
themselves can use this to target their existing
users to reduce churn and increase ARPU
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11. Interest Based Targeting
“Target consumers that show interest in a certain category”
Arts &
Animals Automotive Health & Beauty Business
Humanities
Computers &
Entertainent Finance Insurance Food & Drink
Electronics
News & Current
Gaming Home & Garden Lifestyle & Society Reference
Events
Sports & Telecoms &
Shopping & Retail Social Travel
Recration Utilities
Amount of websites Website Visitors
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12. How IBA Works
Anna visits Automotive Anna„s Profile
Websites 10 times per shows a strong interest
Automotive week in Automotive and Retail
Website
10%
Anna visits Travel
Websites 2 times per 50%
Travel week 40%
Website
Anna
Anna visits Fashion Automotive Retail Travel
Websites 8 Times per
Fashion week TD Integral will serve more
Website
Automotive & Retail programs
Please note Tradedoubler do not save any personal information and can not connect an interest profile to a specific person.
“Anna” in the example is an interest profile.
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13. Retargeting “Target consumers that have previously shown
interest in your brand”
Action retargeting
Target users that have previously
clicked on a specific banner
Sequential retargeting
Target users that have made certain
defined actions your web site, e.g.
complete an order, registered to
Target users that have seen your
newsletter, participated in a contest
banner but not clicked on it with
etc. Personnalized retargeting
another banner with different design
and/or message
Target users that fulfill specific
Target users with a sequence of criteria that you collect on your
banners with different messages website, like gender, age, high
frequency of purchase etc.
Target users that have started but
not completed defined actions on
your web site, for example added
items to basket without completing
order
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14. How Retargeting Works
Internet user decides
not to buy this time and
continues to browse the web…
Internet user visits
your web site and
TD Integral tracks the user
journey on the website
Internet user visits a site on
Internet user sees the your Private Network;
banner, decides to click on it TD Integral identifies the user
and returns to from previous tracking, and
your site to finalise purchase displays a specific banner for
your site
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15. Why You Need Retargeting
 Achieve higher conversion rates
 Build brand awareness and loyalty
 Tailor your message based on interest
 Show relevant offers
 Increase sales & leads generation
 Increase ROI
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16. Retargeting
Scenarios
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17. Creative Retargeting
Client adds a sequence of With TD Integral‟s We track them within your
banners for a campaign in TD retargeting solution we Private Network and we
Integral. can spot internet users can show the next banner
E.g. for a competition, a that were previously of the sequence based
fashion or product launch exposed to a banner on their previous actions
but did not click
Retargeting sequence
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18. Newsletter Retargeting
Client wants to With TD Integral‟s We can show a
cross sell products retargeting solution targeted ad to encourage
to past customers who we can spot internet users to buy a relevant
purchased online users who receive a product
newsletter from the (based on previous orders)
client
Cross sell Retargeting
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19. Facebook Retargeting
Client wants to With TD Integral‟s We can then track
Re-Target and retargeting solution these FB fan users
reward Facebook we can spot internet and show them
FAN users or motivate users that “like” or visit targeted ads based
visitors to become a Facebook Fan page, on their gender
Facebook fans of their as long as the page is and/or their previous
Facebook page based on a FB application actions (liked or just
visited the FB Fan page)
Re-Target for order completion
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20. Setting up targeting in the interface
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21. Targeting in Advertiser Management
• You can set up a
targeting option for
your adgroup in
Advertiser
Management
• Once you have
planned what
scenario you want
for a particular
Adgroup, you can
set these up in the
targeting pop up.
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22. Generating retargeting pixels
• For retargeting, the
system will need pixels
on different webpages
to work
• Easy to use pixel
generator will provide
these codes for you
• Integrate pixels into the
container tag to reduce
loading time and save
time on implementation
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23. Case Studies
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24. Case Study: Geo-targeting
• Deal24 offers deals from physical
or digital stores in Lithuania and ran
multiple campaigns with different
offers and banners based on the active
deals.
• Each campaign ran only within one or
more specific areas to promote an offer
from a store located in this area/s
• Deal24 used static and interactive ad
elements and updated them weekly based
on the new offers
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25. Case study: Product Retargeting
Client with shaving product With TradeDoublers‟ We showed targeted ads
ran a retargeting retargeting solution to internet users that had
campaign in parallel with a we spotted internet previously visited the
RON campaign, to increase users that visited the product page and
product sales web site through encouraged them to return
a parallel RON to the website and buy.
campaign, but had not
bought the product
 5 out of 100 retargeted users that clicked the ad bought the product : CR 5%
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26. Product & Newsletter Retargeting
Client with online fashion With TD Integral‟s We showed targeted
store ran a Re-Targeting retargeting solution ads to internet users
campaign on two we spotted internet that had previously
products through users that previously visited the product page
site and newsletter visited the product and encouraged them to
page and those who return to the website
receive the weekly and buy
newsletter
 8 users out of 100 that received the newsletter completed an order: CR 8%
 7 users out of 100 that visited the product page completed an order: CR 7%
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27. Dax Be part of
Vercauteren
Head of TD Technology Benelux
and contact...
Tel.: +32 3 224 75 74
+31 10 286 39 53
Mobile: +32 476 23 29 28
the adserving revolution
+31 6 465 475 26
Mail: dax@tradedoubler.com
Skype: daxter1984
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