An in-depth review of online advertising retargeting methods, including when and how to use them and their impact on reducing the costs of customer acquisition and retention.

Executive Summary
Although retargeting is considered by many to be the most effective method of behavioral targeting, several marketers have yet to reap its benefits. This white paper reviews the various retargeting methods, when and how to use them and their impact on reducing the costs of both visitor acquisition and retention.

Whether a marketer wants to retarget users based on visits to web pages (the most common method), exposure to creative or searches on the web, there are three main retargeting success factors that must be considered.

First, interested visitors and visitor interests must be identified; this is typically done by placing a retargeting tag on particular pages of the marketer’s web site or in Flash creative. Second, marketers must craft engaging creative based on the objective, which, in a typical retargeting campaign, is to increase user activity within their sites.

Third, the message must be delivered at scale; the ad network that offers the solution must be able to see users often enough to retarget them successfully, and the marketer needs to drive as much traffic as possible to increase the audience available for site retargeting.

In addition to exploring the above-mentioned issues, this white paper presents aggregate data based on campaigns in the ValueClick Media network as well as specific campaign examples. Having offered a retargeting solution since 2005, ValueClick Media has seen countless examples of marketers in different industries of nearly all sizes, with various objectives, that have demonstrated retargeting success. ...

Download Improving Performance with Retargeting

PDF format, 597KB, 17Pages.

A Comprehensive Guide to a Proven Behavioral Targeting Approach
An Online Advertising White Paper
By ValueClick Media
November 2008

Table of Contents
Executive Summary 3
Retargeting Defined 4
Retargeting Success Factors 5
Identifying Interested Visitors and Visitor Interests 5
Crafting Engaging Creative 5
Delivering Retargeting at Scale 6
Retargeting Types 6
Site Retargeting 6
Creative Retargeting 6
Search Retargeting 7
A Note on Recency and Frequency 7
Retargeting Lift 8
Retargeting Examples 12
Campaign Example 1 - Mobile 12
Campaign Example 2 - Travel & Hospitality 12
Campaign Example 3 - Fortune 100 Company 13
Campaign Example 4 - Tax Services 13
Campaign Example 5 - Retail 14
Retargeting: When to Use It 15
Retargeting: Looking Ahead 15
Conclusion 16
About ValueClick Media 17

Visit ValueClick Media Website

About ValueClick Media

ValueClick Media is one of the world’s largest and most effective performance advertising networks. Offering innovative solutions to advertisers through its advanced display and lead generation platforms, ValueClick Media leverages its global reach, extensive targeting capabilities and market-leading optimization technology to accomplish any online marketing objective.

For publishers, ValueClick Media offers comprehensive solutions to earn the highest revenue for their available advertising inventory. Underlying all of ValueClick Media’s solutions is an experienced and passionate team dedicated to helping advertisers and publishers achieve online advertising results.

30699 Russell Ranch Road, Suite 250, Westlake Village, CA 91362, 818.575.4500, valueclickmedia.com

About Precision Retargeting™

Precision Retargeting™ presents relevant messages directly to consumers who have previously demonstrated interest in a product or service. When consumers visit an advertiser’s site, ValueClick Media anonymously identifies each visitor and records their interaction, such as viewing a particular page or reaching a certain point in the purchase process.

Later, as those individuals visit any of the over 13,500 sites in the ValueClick Media network, highly targeted creative is displayed, increasing the likelihood of the person returning to complete a purchase or other desired action.

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