Posts

Retargeting users based on real-time campaign behaviour

We’ve recently released a new retargeting feature in our self-service platform under the Audiences tab, called Activity Audiences. This new feature enables advertisers to generate new audience segments in real-time, based on campaign events such as banner views, clicks and video views. For advertisers, this is a very, very powerful feature.

Data capture

For the first time, advertisers will be able to create custom audience segments based on specific in campaign events that they are interested in and generate those new segments in real-time as the campaign is running. These new segments are stored in the Smadex DMP.

For example, with a video campaign, advertisers will be able to create a segment of users that have been exposed to the ad and watched the video for 30 seconds. This is extremely powerful and clearly underlines the value of digital and mobile.

Moreover, this data has enormous value and potential for smart advertisers: simply knowing what users have been exposed to your 30 second commercial means a) you know what consumers have been exposed to your brand, b) there is a general awareness about your offering and c) enables retargeting or lower level sales funnel activities.

Retargeting

Retargeting in this context is about reconnecting with users based on specific in-campaign events and applying different treatment strategies.

For example, let’s say that you are the planner at a global brand and you have just run a mobile video campaign via Smadex to extend your audience reach in the UK with hard to reach Generation Z. This segment spends most of their time with their mobile phones.

Having the capability to generate a gen_z_completed_video_view_30_second segment would enable you as the planner to tap into this audience again with follow on treatment strategies. One example could be a geo-location campaign using full screen ads for strong branding and messaging to drive in store visits after being exposed to the video ad.

Furthermore, advertisers can overlay third party data sets from Factual, Adsquare or Weve and provide an additional layer of filtering for improved campaign targeting.

Reuse

The new Activity Audiences are private and only viewable and accessible by advertisers via their Smadex accounts. Advertisers will be able reuse these segments at later dates and across different campaigns.

Screen shot of the Activity Audiences feature:

 

Smadex platform

Smadex platform

For more information about using Activity audiences, contact sales[at]smadex[dot]com.

Audience retargeting using Smadex’s DMP

Audience targeting is not the same as targeting specific media; media targeting involves buying impressions across named publishers that are sold because they more or less match audience criteria whereas audience targeting identifies specific consumers based on demographic or other more concrete data points across all publishers.

Advertisers use audience targeting because they know precisely what consumers they need to go after based on previous data point, and can therefore eliminate any unnecessary spend from their marketing efforts to be more efficient and effective with acquisition activities.

Advertisers can specify target audiences using a number of approaches: groups built by third party Data Management Platforms, collected from a previous campaign, collected by an advertiser or built using a combination of the aforementioned.

3rd party Data Management Platform audiences: Advertisers can leverage existing pre-built audiences that match requirements or create specific new audience groups using the vast data sets on offer from third party DMPs. These audiences may be socio-demographic, behavioural, Interest-based, (interested in cars, travel, etc.), location based or any other available option.

Smadex has integrated with location derived audience platform Statiq to power local audience targeting for brands and agencies. Advertisers can use existing segments or build new groups.

Campaign data: Advertisers can create audiences from their own campaign based on collecting data from pre-defined events. Using this data, advertisers can then target users based on specific and relevant actions. Further examples include targeting inactive and dormant users.

Smadex supports custom post-click event tracking and reporting. Events data captured can be used to build future audience groups for targeting purposes

Advertiser data: Advertiser data is the most common use case for retargeting – reaching users that have visited the advertiser app or web site. For retargeting campaigns, the performance can be significantly improved by adapting the creative dynamically and display to users the most relevant content related to what they’ve viewed before.

Advertisers can securely upload their data into the Smadex platform for retargeting campaigns and build dynamic creatives based on rules such as offers by geo-location.

The overarching message to advertisers is that the more data they can share with Demand-Side Platforms like Smadex, the more effective the DSP will be at optimising campaigns to achieve objectives. Advertisers can share their data with DSPs via trackers, pixels, or specific API integrations.

Retargeting case study

Smadex worked with a digital agency on an innovative retargeting campaign to drive initial downloads and then bookings for a global taxi app.

Smadex ran the campaign for the taxi app over two phases. The first phase focused on acquisition (downloads and registrations), and the second phase focused on stimulating users that had downloaded the app but not booked any taxis.

The app recorded key custom events and this data was passed back to Smadex to drive retargeting campaign activity.

Results: There was significant value from retargeting users that had downloaded the app but not taken any action. The campaign data demonstrated boosted taxi bookings from retargeting and Return on Investment; For every app downloaded recorded, there were over 10 taxi bookings!