A decade of digital innovation has changed the way consumers interact with technology, engage with brands and relate to one another. Consumers expect interactions with a brand to be connected, personalised and relevant, regardless of how they engage – a challenge in a world of siloed marketing channels. In this booklet, we will address the challenges marketers face and go through the key steps you need to take in order to reach and engage consumers.

1. 1
HOW TO REACH AND ENGAGE
CONSUMERS ACROSS DEVICES

2. 2

3. 3
A decade of digital innovation has changed the way consumers interact with
technology, engage with brands and relate to one another. Consumers expect
interactions with a brand to be connected, personalised and relevant,
regardless of how they engage – a challenge in a world of siloed marketing
channels.
The Rakuten Marketing Difference
We deliver a consistent message and personalised experience across all digital
channels. While we optimise each channel for performance, we still ensure a
consistent message and brand experience for consumers across channels.
At Rakuten Display, our goal is to engage consumers through innovative display
advertising solutions. We are able to create a seamless brand experience across
devices and drive incremental revenue for our clients.
In this booklet, we will address the challenges marketers face and go
through the key steps you need to take in order to reach and engage
consumers.
TODAY’S
CONSUMER

4. 4
The consumer journey is no longer linear. Consumers interact with brands in many different ways and
through multiple touch points before converting.
START CONNECTING
THE CONSUMER JOURNEY1
Your brand should be present at every stage of
the funnel, across devices and platforms, such as
Facebook or video. For example, your customer
might be out shopping but checking their mobile
device; you can use this opportunity to drive
the consumer into your brick and mortar store
by serving them a display ad using hyper- local
targeting.
Measurement
Our attribution technology allows you to
understand every touch point in the consumer
journey and its impact on revenue. This allows you
to continually improve the consumer experience
and where to invest marketing budget to yield the
highest returns.

5. 5
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Media buying & Optimisation
Becomes problematic as you cannot easily shift
budgets across solutions when you realise one
strategy is outperforming another.
Creative
Can cause disparities between designs.
Reporting
If reporting is not consolidated within a single
interface, it makes it difficult to effectively track all
display efforts.
ADDRESS THE COMPLEXITIES
OF THE DISPLAY LANDSCAPE2
The digital marketing landscape is complicated and there are hundreds of ad tech companies and
service providers in the display advertising ecosystem.
The effectiveness of your overall display strategy is
diluted when you have different vendors managing
your marketing efforts across awareness, customer
acquisition, retargeting and retention.
This impacts on the following:
AGENCY TRADING
VENDORS
BUYING SOLUTIONS
AD NETWORKS
DSPs

6. 6
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Last Click
Measuring last click does not
account for all touch points in
the customer journey.
Quantifying Display
Understanding display’s impact
on revenue is not always clear.
KPIs & Objectives
Display management often lacks
clear objectives and KPIs.
Did you know?
Offline purchase attribution
studies show influence of display
campaigns on offline purchases
The display channel is
not always optimised for
performance: Solution:
Rakuten Display simplifies
your programme by providing
a complete set of solutions,
delivering a connected
experience across channels,
screens and marketing
programmes. All your display
needs are addressed, with the
benefit of working with a single
team dedicated to the success of
your programme.
We optimise your display
solutions to your preferred
performance metric, as well
as engagement, because
consumers who interact with ads
are more likely to convert and
become loyal customers.

7. 7
Mobile is a critical piece of your display
strategy, it links together the consumer
experience and creates a seamless brand
experience across screens.
Mobile Experience - Our capabilities
We identify consumers across devices through
combining two approaches; probabilistic
and deterministic models, excelling in both
reach and accuracy. Plus, we deliver mobile
optimised experiences at scale, by optimising
for screen size across devices, with dynamic
ad serving capabilities.
*Source: Digital Marketing Magazine – Claire West: 46% of UK Consumers
Now Use Mobile Devices as Their Primary Tool in Purchase Decision Making.
INTERGRATE MOBILE
INTO THE MIX3
Over 40% of UK consumers use their mobile device for researching a purchase… but over half
purchase on another device. *

8. 8
Building brand awareness and converting abandoning customers
Great Little Trading Company (GLTC) is an award winning online children’s retailer. They
partnered with Rakuten Display to launch their first-ever retargeting strategy, quickly
expanding from just desktop retargeting to include Facebook retargeting solutions and
cross-device regtargeting and prospecting.
Marketing Objectives
• Deliver a consistent brand experience across all channels & devices.
• Reach and engage customers across platforms through our prospecting solutions.
• Showcase key products and categories through retargeting solutions.
• Convert GLTC’s high value customers.
Great Little Trading Company
SUCCESS
STORY

9. 9
Providing the Means and
Insight
By tracking in-ad interactions across
GLTC’s Rakuten Display campaigns
we could interpret customer intent
and optimise conversion by providing
personalised content, product
segmentation, bespoke creative and
programmatic media buying.
Key Findings
GLTC identified that tablet to
mobile was the most popular
cross-device journey and that their
mobile audience was a key driver in
converting sales.
The Results
GLTC reached just under 400,000
customers, delivering 17,399
sales through desktop, Facebook
and cross-device retargeting and
prospecting activities. In addition,
we delivered insights across GLTC’s
display strategy and helped drive
scale and incremental revenue.

10. 10
Looking at the bigger picture…
Understanding the consumer is fundamental – engaged customers return to your
website and convert at a higher rate. Focus on reaching consumers with the right
message at the right time, across channels and screens, and at each stage of the
purchase funnel. By doing this you will:
1. Build your brand awareness with large-scale reach
2. Prospect new target audiences to your site
3. Drive conversion with engaged customers through retargeting
4. Retain existing customers
SUMMARY

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We excel in the following key areas:
The Rakuten Display
difference
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Transparency – Reporting & Analysis
Unlike most display companies, we share all our insights
about your campaign performance with you, as well as
our customer insights into your cross-channel and cross-
device performance.
Customisation – Dynamic Creative
We bring the shopping experience to the consumer when
they view the ad. We create customised ads with bespoke
features such as tabs, scrolling capabilities, zoom and
video functions.
Optimisation - Campaign Management
Our media buyers are invested in the success of your
campaign. They make optimisation decisions based on
your KPIs and business needs.
Strategy – Client Service
Our account managers are your display advocates;
proactively managing your account using data insight and
optimisation updates to streamline performance.

12. About us
Rakuten Display is part of Rakuten Marketing,
the global leader in Omnichannel marketing and a
division of Rakuten. Inc.
Want to know more?
Get in touch with Rakuten Display at
rm-salesuk@mail.rakuten.com
Let’s connect on Twitter @RakutenMKTG_UK
Rakutenmarketing.co.uk
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