Using Prospecting Display as a Means to Feed the Remarketing Cookie Pool


In Digital, we are always on the lookout for a new ROI-producing channel.  We willed for that (unsuccessfully) with Facebook organic.  Mobile, while not a channel, continues to vex those struggling with sub-par conversion rates.  Programmatic display provided hope of a new standalone prospecting source that could yield efficient sales on a last-click basis.  Each has a solid place in the marketing mix, but none has emerged as the new high-producing direct response channel of its day.

An exception is that for marketers with a high level of resources and sophistication, programmatic display is that new channel from both a CRM and acquisition standpoint.  It is one of the key pillars to their DMPs.  For medium and smaller digital marketers, though, the amount of resources needed to build and activate a DMP may not be particularly accessible.  Continue reading

Best Practices for Retargeting (Part 1):  Are you reaching new customers or just annoying your best ones? 

retargeting best practicesJohn Wanamaker once said he’s wasting half his advertising but not sure which half.  In today’s programmatic buying, this sentiment can be updated to “I’m only buying the good half and annoying half of them with the wrong ad.”

Creative seldom has a seat at the table when planning a programmatic buy.  Media planners are more focused on the media logistics such as which audience to target and what to do in the platform itself to make it all work.  Continue reading

Finding New Customers Online (Part 2)

New Customers for Retail BrandsPart 1 of “Finding New Customers” addressed why new customers are important to a brand or retailer.

Part 2 will cover how to find new customers from among the choices of online media programs that are in widespread use.  Note that all of these channels are effective at yielding sales, but some drive more new customers than others.  Here is a rundown:

Comparison Shopping Engines (CSEs):  Consistently one of the top media sources for yielding new customers – often in the 80%+ range.  Continue reading

Programmatic Display: How to Choose the Best Media Partner

Display LumascapeProgrammatic display is a growing, thriving performance channel in high demand.  Unlike Search which has two core media partners – Google and Bing – with Programmatic there are many potential partners which seemingly provide the same offerings from sources like MediaMath, Turn, Adroit Digital, Quantcast, Rocketfuel, Ad Roll and more.

Knowing how to screen these partners to match to a particular business’ specific needs can yield success.  Here are some key attributes to help when considering the best partner match. Continue reading

Performance Display: 10 Reasons to Love It Now

Peformance display works for generating ROIPerformance display is having its day.

I wish I could say “finally having its day” but can’t because it’s only recently that display has emerged as a bonafide direct response channel.  By “bonafide ” I mean that on a click basis, the display ad units hit the target p&l goal.

As you’ll see below, results for display can be made better by applying some portion of view through revenue to the campaign, Continue reading