The Evolution & Future of Retargeting
Benjamin Spiegel Sr. Partner, Managing Director - Strategy
Twitter: @nxfxcom LinkedIn: in/BenjaminSpiegel
EMail: [email protected] Google+: +BenjaminSpiegel
WeChat: BenjaminSpiegel SlideShare: BenjaminSpiegel
Targeting used to be simple…
…then consumers wanted choice
Only one way to get connected…
…with only a few choices
But we evolved again…
CONNECTING BRANDS TO CONSUMERS IN A RELEVANT WAY.
CONTENT BASED TARGETING
INTEND BASED TARGETING
WE EVOLVED AGAIN: RLSA/RETARGERTING/REMARKETING
Retargeting - How it works
Retargeting - It is brilliant
Behavior
Content Intend
Perfect Audience
CHALLENGES • Multi-screening
• Scale
• Cost
• Reach
• Messaging
• Social / Mobile
• Vendor
THE SOLUTION: AUDIENCE BUYING
The 4 key components
RTB
DMP
SSP
EXC
DSP
The Display Landscape
The magic of the DMP What are the ingredients?
Transactions Segments Campaigns Products
Lifetime Value
Clicks
Impressions Interactions Conversions
Psychographics Demographics Offline Buyers
Financials Web Behavior
Search Behavior
Offline Segmentation
Digital Ad Impact
Campaign Data
Audience
CRM Database
Brand Research
WHATS NEXT The future of targeting and media
The Social-Mobile-Digital Sweet spot
Mobile
Social Web
Socialite 2.0 – Building Social Audiences
Social targeting
Hyper relevant messaging
Socially enhanced creative units
TV Please…
Second Screen targeting
Sync – Devices listen and react
Digital fingerprint is recognized
Trigger is fired Ad delivery in 5-10 minutes
Ad airs
A WPP Company
THANK YOU @nxfxcom