Retargeting is becoming obsolete, the
new way to use all data about customers
is called Pretargeting
Sofiane BAIR
Predicti...
 EXECUTIVE SUMMARY
 RETARGETING
 PRETARGETING
 CONCLUSION
 BIBLIOGRAPHY
CONTENT
Depending on the technological innovations online advertising is constantly changing. Advertisers always want to be aware
...
In the digital area, the Data has a paramount importance. That are the foundations of the Retargeting... Retargeting? This...
Here is schematically how works retargeting:
RETARGETING
How works retargeting simply ?
Source: https://retargeter.com/
Bu...
From that Retargeting (low prices period) we are now moving to a new period of targeted buys based on “First Party Data*“
...
This solution is a revolution; you have the opportunities to target all your future customers, and to dissociate them from...
Your overtake your competitors, because you have one lap ahead ! You are beyond traditional sales channel, you
intercept c...
Retargeting and other methods of targeting are already an amazing way to oversize your revenue from programmatic
advertisi...
Sofiane BAIR
Telecom Business School
Sofiane.bair@telecom-em.eu
https://www.linkedin.com/in/sofianebair
• « La vraie innovation dans le programmatique et la data, c’est le Pretargeting » from Christopher
Caussin VP Sales EMEA,...
of 11

Pretargeting_Sofiane_BAIR

Published on: Mar 4, 2016
Source: www.slideshare.net


Transcripts - Pretargeting_Sofiane_BAIR

  • 1. Retargeting is becoming obsolete, the new way to use all data about customers is called Pretargeting Sofiane BAIR Predictive Targeting, the future of Online Advertising ?
  • 2.  EXECUTIVE SUMMARY  RETARGETING  PRETARGETING  CONCLUSION  BIBLIOGRAPHY CONTENT
  • 3. Depending on the technological innovations online advertising is constantly changing. Advertisers always want to be aware of everything about their customers or prospective customers. There’s always new ways to know customers needs… The true revolution since the beginning of the 21st century is called Programmatic Marketing which Combines Marketing campaigns with applications and algorithms in order to automate processes of buying, sales or Recommendation. The aim of it is always the same, try to influence customers choices using the better way as possible, trying to know him perfectly, and in the end, being able to predict his future choices, come to him before he thinks about us. Within this programmatic and data area there is different ways to influence customers, the famous one is certainly retargeting, which is the most employed way to influence people with online advertising nowadays and I will present it later.But, the future of Programmatic Marketing is called Predictive Targeting or Pre-Targeting. The question is: What is pre-targeting ? And why it could bring to Advertiser better results than retargeting ? These are the points I wanted to treat in this presentation. EXECUTIVE SUMMARY Online Advertising, Programmatic Marketing, Predictive Tarketing, The future for Advertisers
  • 4. In the digital area, the Data has a paramount importance. That are the foundations of the Retargeting... Retargeting? This is a digital advertising method which is based on your data. That is “3rd party data” (Cookies), when you show an interest for a product in a website (simply by viewing it), your data are saved and are treated by specialized actors (retargeters, DMP) in order to help Advertisers to refine their audience, to show you ads linked with this interest. It really gives the opportunity to boost your prospect / buyer conversion Rate. And retargeting is not the only way which is used, here is a little schema which shows what is employed today which is called “The wall of diminishing returns”: RETARGETING Before talking about Pretarging, we should know what is Retargeting and be aware of the other methods which are used nowadays Source: Pretarget
  • 5. Here is schematically how works retargeting: RETARGETING How works retargeting simply ? Source: https://retargeter.com/ But there is some issue, with this method, the advertiser uses a little part of available data (mostly navigation data from his website), and it’s based on the past, and what we want is the future.
  • 6. From that Retargeting (low prices period) we are now moving to a new period of targeted buys based on “First Party Data*“ directly managed by Advertisers… the new era of Pretargeting. Now the Advertisers have views on Data, customer profiles, potentials. Indeed, the concept is really simple; using “First Party Data” we can identify data profile of the Advertiser customers. It’s a source of information for them, a digital ID which can be used, to find all similar customers in its premium network (inventory, data). Those data just needs to be treated, organized to become useful. PRETARGETING What is Pretargeting ? * First party data Advertisers own a lot of “first party data” (all the anonymous information that the advertiser retrieves through your online registration, analytic tools… And it concerns everything (sociologic profile, economic, likes, interest, buys, budget…). Beyond retargeting Advertisers should use those information which gives access to the right audience. They want to understand their target, their potential customer, what they need, what will be the next trend (insight data) A simple way to understand Pretargeting: Source: Pretarget
  • 7. This solution is a revolution; you have the opportunities to target all your future customers, and to dissociate them from your current audience. In an economical view it’s an opportunity to boost sales, you will be able to target the right persons and not only your current customers. PRETARGETING But, simply, how it works ? Source: Pretarget
  • 8. Your overtake your competitors, because you have one lap ahead ! You are beyond traditional sales channel, you intercept customers ahead the click. Here is a graph showing the performance of Pretargeting: PRETARGETING And what about the performance of Pretargeting ? We can see that pretargeting is way more efficient than every other targeting tactics with 8.5 % of conversion rate per click, it’s 1% more than Retargeting (7.5%) Source: Pretarget
  • 9. Retargeting and other methods of targeting are already an amazing way to oversize your revenue from programmatic advertising, in order to influence customers buys by remembering them that they were looking on this or that product. But with Pretargeting you have the power of insight; you can influence your prospective customers before they could have thought about you. We have seen that the performances are way more important than the other methods. Savvy Advertisers must be aware of these technical evolutions in this business where IT innovations are the only way to be more efficient. And that is the future, the possibility to be aware of your prospective customer environment, the possibility to influence their choices earlier as possible. CONCLUSION The future is definitly Pretargeting AND AFTER PRETARGETING, WHAT WILL BE THE NEXT INNOVATION ? TO STAY EFFICIENT, WE HAVE TO THINK ABOUT IT ! ?
  • 10. Sofiane BAIR Telecom Business School Sofiane.bair@telecom-em.eu https://www.linkedin.com/in/sofianebair
  • 11. • « La vraie innovation dans le programmatique et la data, c’est le Pretargeting » from Christopher Caussin VP Sales EMEA, Ezakus, published on 18/11/14 • «Retargeting Is Flawed; the Future Is Pretargeting » from Tom Goodwin, AdAge.com, published on 15/07/14 • « La « first party data » ou comment booster les performances de vos campagnes publicitaires en 2012 » from Eric- Alexis Fortier France Director, MyThings, published on 18/01/12 • « Pretargeting versus Retargeting » from, Douglas Karr, marketingtechblog, published on 11/06/12 BIBLIOGRAPHY

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