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Retargeting and Reach

In boxing, a player’s reach is one of the most crucial parameters to evaluate his effectiveness. A boxer with great reach is a powerful force in the ring. The same goes for retargeting, reach plays a crucial role here.

What is reach?

Marketing as a medium engages various channels to reach out to prospective customers. In case of retargeting, it becomes absolutely imperative to reach the right user with pertinent message. Before we deep dive into retargeting reach, let us first understand the meaning of reach in a retargeting scenario. Simply put, reach can be defined broadly in two aspects – Breadth and Depth. Out of all the users who have visited an advertiser’s site, how many of them can you show targeted ads at least once in next 5 days after his visit – this defines the Breadth. On the other hand Depth is about how frequently you can show impressions to such users. Combined together this becomes a powerful weapon in the hands of a retargeter.

What is Targeted reach?

Let’s say one has the required reach, is it good enough? Shall we start showing ad to all such users whom we can reach? Probably not. The next part of the strategy is to have a targeted reach. Targeted reach is to sharpen this weapon and try to pin point the set of users who will deliver the best RoAS (Return on Ad Spend) for the advertiser. This means that rather than going after all the website drop-offs, retargeter’s focus is on showing more ads to users with higher purchase intent across the spectrum of websites. This will prevent wasted marketing efforts on users who might not be interested in the ad, thus helping utilise advertisers’ marketing budget in the right direction to generate better results. It is this approach which has enabled Vizury to have a 30%-50% share on View Through Conversions out of total retargeted conversions for its advertisers.

Reach in retargeting

Another question on this approach could be if you reached a user once, why must you show frequent impressions? What is the value add in this? Benefits are many:

First, there is a possibility that the user had missed the ad and having a little patience goes a long way in getting a conversion. This is especially true in case of mobile users who switch between websites and apps very quickly.

Second, it also helps when you want to display different banners and different offers/messages. For example, after the user has dropped-off from the advertiser’s website he might not be aware of a new offer on the website which may prompt the user to go on with the purchase.

And third, brand reinforcement/recall is another benefit which is becoming more and more apparent with FBX helping to push higher likes for the advertiser.

Vizury’s punch of reach

Vizury had understood the power of reach early on. Its GLOCAL (GLObal + loCAL) partnerships with publishers give it almost 90% of reach in most of the geographies it is active owing to RTB, Facebook and long tail of local inventories. Coupled with this is Vizury’s fast growing reach on Mobile. Mobile inventory is split across MWeb & MApp and to create a targeted reach a retargeter must be able to identify a unique user across both these mediums. Vizury is the only retargeting player in APAC and LATAM with such a capability and can identify and retarget a user as he switches between the mobile web and apps on his device. It is also one of the first players to not only look at premium inventories for reach but also to have strict control on bringing in brand safe inventories in its fold.

Vizury has always been able to equip its clients with a power punch and repeatedly deliver a conversion knock. Just like boxing eh!

Vizury is now an FBX Qualified Company

Vizury announced that it is now a qualified company with Facebook Exchange (FBX). There are only 26 companies worldwide in the” FBX Qualified Companies” list (http://www.facebook-pmdcenter.com/category/fbx) and Vizury is one of the first Asian companies to be included in this list. Vizury integrated with FBX during November last year and since then it has been successfully running campaigns at scale on FBX’s global ad inventory for its clients across India, Australia, China, Japan, Middle East, South East Asia and Latin America. Post its inclusion on the FBX Qualified Companies list, Vizury will also have access to the global News Feed ad inventory on Facebook.

Chetan Kulkarni, CEO at Vizury adds “This is exciting news for us and we hope to add greater value to our global clients through our expanded access to FBX inventory”.

Facebook® is a registered trademark of Facebook, Inc.

About Vizury

We love the internet. Next to the wheel, it is considered one of the greatest human inventions that helps bring people closer. At Vizury, we use our digital CRM solution to help bring brands closer to online markets and capture not just eyeballs, but also their attention and imagination. Established in 2008, we work with some of the best known brands in 27 countries across industries such as ecommerce, travel & hospitality, healthcare, automobile, and classifieds. Say hello to us at marketing@vizury.com.

For more details visit www.vizury.com or contact us at marketing@vizury.com.

Vizury announces direct integration with Facebook Exchange

November 14, 2013. Bangalore, India. Vizury, a global personalization solutions provider, today announced its direct integration with Facebook Exchange, Facebook’s real-time ad buying platform. This integration will help Vizury customers display their ads on Facebook, in addition to existing display inventory.

With direct access to the global ad inventory of Facebook Exchange, Vizury will be able to serve its customers spread across Australia, China, Japan, Middle East, Latin America, and South East Asia. “This integration will help our customers reach an even higher number of their website users than before,” said Gourav Chindlur, COO at Vizury. “Combined with the power of our recommendation engine, it will deliver more clicks and conversions for brands that engage with us.”

Chetan Kulkarni, CEO at Vizury adds “The FBX integration enables us to take our multi-channel personalization vision a step further. Bringing the brand closer to the user on social media sites like Facebook will be critical in helping marketers acquire customers-for-life.”

Facebook® is a registered trademark of Facebook, Inc.

About Vizury

We love the internet. Next to the wheel, it is considered one of the greatest human inventions that helps bring people closer. At Vizury, we use our digital CRM solution to help bring brands closer to online markets and capture not just eyeballs, but also their attention and imagination. Established in 2008, we work with some of the best known brands in 27 countries across industries such as travel & hospitality, ecommerce, healthcare, automobile, and classifieds. Say hello to us at marketing@vizury.com.

For more details visit www.vizury.com or contact us at marketing@vizury.com

Leading Japanese classifieds website attains 30% increase in conversions on Mobile with Vizury MobiConvert

Since its launch, MobiConvert has incessantly delivered superior results for our clients’ mobile businesses. The features and technology behind MobiConvert rise up to the challenges of a fragmented and evolving mobile ecosystem. It is a comprehensive retargeting solution that spans across mobile devices and channels.

A leading Classifieds advertiser operating in Japan wanted to ramp up their mobile website conversions. MobiConvert utilized privacy compliant mechanisms and identified users who had exhibited a high purchase intent and had still dropped off from the advertiser website. Retargeting these users across various mobile websites and apps on their mobile devices resulted in a 30% boost in the advertiser’s mobile website conversions.

Here’s the full story.
Jap classified-01

You can check out more infographic case studies here. Tell us what you think. We’re at marketing@vizury.com

Infographic: Retargeting Tata Motors’ visitors for six different car brands

“Retargeting as a channel has been underused in the Auto sector. Vizury has yielded excellent results on this channel in my past experience and am happy to see this replicated for Tata Motors as well!” – Ashish Sahni, Divisional Manager (Digital Marketing), Tata Motors.

 

Here’s an infographic that shows how Vizury helped Tata Motors reach a CTR that is three times the world average for display ads!

 

IND-tata

If you want to reuse this infographic, please write to marketing@vizury.com for the terms of use.

 

How to Get The Best Baner Ads on Your Website – II

We concluded the previous post with the knowledge that unlike generic ad banners, retargeted banners do not have unsolicited content. They contain product information that the viewer sought while visiting advertiser’s site.

Vizury retargeting banners

 

Let’s start this post by taking up two questions that generally get asked after one understands the value that the retargeted ad banner delivers.

  1. Would banners of similar campaigns with similar target audience receive the same click through rate?
  2. Would the end user continue to respond positively to a banner if it gets repeated?

The first question first. With data at hand and the tacit knowledge gained at observing the banners perform we know that one banner class does not fit all sizes and campaigns.

It is interesting to note here is that when the Banner is placed at the page facing the user, the advertiser and the user contexts are exchanged. A retargeted ad banner already carries the logical context i.e. a snapshot of the brief historic action of the user at the advertiser’s site, the set of products he/she browsed. Additionally few more products are added to the display with the logical association of what similar user demographic browsed (up-selling/ cross-selling). User’s emotional context, expressed in form of colours, typography and image must inform the banner for the necessary pull.

Buying (and here, clicking) as an act is also an emotional response and will happen when a perfect emotional resonance is established. Prolonged repetition of the banner may not be the best way to go about it. Most of us are familiar with the concept of banner fatigue and the larger idea of reshaping the collateral because users develop blindness towards excessive familiarity. This must be looked into and user facing collateral (especially imagery) must be updated to different effects (experiments such as products with or without people, products in an ensemble etc) to know what might work the best. Since e commerce retargeted banners utilize this imagery, this drastically helps improve banner CTRs.

To sum it up, a good banner includes emotional hooks for the user in the form of an appealing design along with the retargeted product. Constantly updating the banner either in terms of imagery or in terms of presentation helps manage banner fatigue and keeps the end user interested.

This summarization uses the word good design which begets a very obvious question. What is a good banner design? Is it subjective?

That gets answered in the next post (and the last in this series). Stay tuned.

An open letter to critics of retargeting

Dear Internet User,

I write this letter to you on behalf of many, if not all, who are in the business of retargeting ads. Being a marketer in the retargeting industry, I keenly follow the term ‘retargeting’ on Tweetdeck. And sometimes I find users tweeting about retargeting ads with terms like “annoying”, “stalking”, and “creepy”.

twitterfeed1 twitterfeed2 twitterfeed3

A few years back when researching for a splendid writing desk for my home office, I was peppered with retargeting ads every time I browsed my favourite news / hobby website. Since I knew how cookies worked and yet did not bother using a cookie blocking product / a safe search mode on the browser, I wasn’t alarmed as much as our friends above (images inset). I wanted to use this letter as a medium to dispel misconceptions about retargeting and also highlight the right way to do retargeting (as a message to advertisers reading this).

Why retargeting is more of a friend than a stalker:

  • Cookies are active for only 30 days. Yes that’s right – so you will definitely not be retargeted beyond 30 days since your website visit. Also, considering the rigorous data science behind retargeting products, there is a high chance you will not see retargeting ads for more than a week or two based on metrics like the average conversion period for the advertiser or the industry. As an example, Vizury research shows 90% of retargeting conversions for baby products happen within 5 days. For hotels, the number is 9 days.
  • Cookies don’t store PII or Personally Identifiable Information. So we don’t know much about you other than the date you visited the advertiser’s website, the pages you saw, and the time you spent. The data your browser shares through the cookie is used only to gauge your level of interest in the advertiser’s products. We don’t know where you live or anything about your financial accounts / credit cards. We only know enough to try to show you a useful ad as opposed to something out of context / unnecessary.
  • Isn’t seeing an ad for something you are interested in better than a completely random ad? Take for example the ads I saw today on Times of India (TOI is one of India’s leading news websites). I do not live in Mumbai and so am definitely not interested in buying real estate there.

irrelevant ads

Or take for example, when I log into Facebook I find the following ads to the right of my newsfeed I am definitely not interested in an MUV or the subject of Hadoop.

irrelevant ads-2

 

These ads were shown to me either because of poor segmentation and targeting (the TOI ad) or because someone in my network clicked those ads (Facebook). I’d much rather have had the furniture website follow me around till I bought something or they lost interest in me.

 

  • They can be useful! Retargeting ads increasingly use real time data to build ads. As an example, if you have been on the lookout for an economically sound flight option for a holiday, retargeting ads can often alert you about a sudden sale / fall in price.
  • They contribute to keeping online content free for us. Advertising is the key form of funding for many websites. Thus re-targeting ads contribute towards keeping the internet and the content that you browse free!

It is also fair to acknowledge that sometimes a retargeting campaign can indeed become annoying. Retargeting ads then feel like an admirer who has failed to read the signs, or in this case failed to utilize amply available data for the best user experience. Here are some ways in which retargeting vendors like Vizury ensure that retargeting ads are useful:

  • Make the ad very relevant and useful through intelligent recommendations: we build complex algorithms which understand the best recommendation logic, the most optimum content to be shown on the ad to make it useful for the user.
  • Bid high only for impressions of most valuable users: we use a series of algorithms to nano-segment the advertiser’s user base and determine which segment is most valuable and likely to convert. As an example, someone who added specific products to a shopping cart and then did not purchase will see more ads than someone who just landed on a page and then carted off.
  • Understand the ad click behaviour of the user: if you don’t click our advertisers’ ads, we automatically understand that you are not interested in the product or that you generally avoid clicking banner ads. And then we do not show you any further ads. Voila!
  • Build publisher specificity into campaigns: while most advertisers like to reach users across a variety of publisher sites, we also invest in procuring ad space on industry specific websites e.g. how great would it be to retarget flyers for tickets to the Rio carnival on a Latin American travel website!
  • Use frequency caps intelligently: our algorithms take into account the number of ads users should be shown per day, per week, or even in all, before we take a pause or stop completely.
  • Phase out users after average conversion period is crossed: like I said earlier, if 90% hotel customers convert from retargeting ads within 9 days we reduce impression bids after 9 days to ensure we target only those users who are still in-market for the product.
  • Mark out users who converted: this is very simply done using tags on the post-payment “thank you” or “order confirmation” pages. Why bother users who have already converted and also waste time and money on impressions that have already been rewarded?
  • Provide a prominent and easy way to opt-out from ads: like our opt-out page says “we’re sorry to see you leave” but at the same time notwithstanding all of the above arguments in favour of staying signed in for retargeting, users wish to be left alone, it is our duty to ensure it’s easy to do so as and when the user decides “it’s time”!

So there, dear friends, I’ve said it all. The horns and pitchfork make not for a digital devil. The horns are for defending over transgressions into the conduct of free and fair online business, and the pitchfork helps us dig deeper to make ads useful and less annoying for you. Retargeting ads are here to stay. Let’s all contribute towards ensuring they become more intelligent and relevant, and also less repetitive or irrelevant.

Yours truly,

A marketer who loves his audience.

Top 5 reasons why mobile retargeting is growing popular

Ever since the advent of smartphones and tablets, e-buyers are constantly evolving – the upshot has been an incremental effort to connect with consumers through mobiles. Consequently, mobile retargeting has transitioned from the ‘good-to-have’ to the ‘must-have’ list for advertisers around the globe. But is this shift owing to the user’s growing affection for mobile devices alone?

mobile retargeting

As the mobile revolution catches up, here are five inherent advantages of mobile retargeting over the desktop:

  • Wider reach and better user engagement – A desktop user is not always online, but a mobile user mostly is. In addition, mobile comes with dual channels – website and apps. With the right retargeting partner, who has a wide mobile publisher network across both these channels, you can have phenomenal reach into the user’s online time. For example; you can retarget your mobile app user who has looked at flights from Sydney to Shanghai on both mobile web and mobile apps available on his device. This reach can be supplemented with superior user engagement technologies such as deep linking, event logger available for in-app mobile retargeting.
  • Instant connectivity – Features like ‘click-to-call’ are effective on mobile devices as they allow users to connect with your business over a phone call paving the way for higher conversions. Consider a typical scenario where a user clicks on a classified ad and lands on the product page to gather the lister’s contact details. Instead, a ‘click-to-call’ ad allows the user to click on the ad and call up the product lister offering a faster, easier and effective means to connect. Considering the short attention spans displayed by mobile users, click-to-call ads help reduce the conversion cycle spans and deliver greater results.
  • Location-based retargeting – The mobile device always travels with the user, so user geo identification (through privacy compliant mechanisms) can supply meaningful insights into the user’s interests and shopping patterns. This data can be utilised for mobile retargeting, gently reminding the user about the pending purchase. For example; consider user X who left your mobile website after looking at watches. Armed with this data, a mobile ad for discounts on watches at your retail store can be shown when user X is in your store’s vicinity. The purchase cycle that took off on your mobile website can be completed at your store traversing the online to offline journey – a feature only mobile retargeting can offer.
  • Single mobile user – Desktop might be used by multiple users for online activities, whereas mobiles are mostly single-user devices. How does this impact retargeting? Retargeting, as you know, involves identifying a user’s purchase intent through his browsing behavior and then showing relevant ads across the internet. When multiple users visit your website through a single computer, the user behavior derived will be a combination of all these visits. The purchase intent identified in such cases could be erroneous, if attributed to a single user. But mobile is often perceived as a personal device and used by a single user enabling accurate user profiling and targeting.
  • Generates better responses and returns – Mobile users have proven to be more responsive when compared to the desktop. Anytime access to internet could be one of the reasons for this behavior. Campaign trends indicate that mobiles generate higher and faster responses to ads and promotions. One of India’s leading e-commerce advertiser has observed 3 per cent higher conversions attributed to mobile ads than desktop.

Mobiles are proving to be the user’s preferred device for online transactions. However, it is important to remember that despite mobile’s growing popularity, users have not abandoned the desktop completely. The result is a multi-screening user who treats your desktop and mobile assets as a single entity. As the lines between marketing through various channels begin to smudge, it is essential to evolve a unified approach for identifying users across multiple devices to understand the user’s purchase intent and mobile will no doubt have a bigger role to play in your marketing agenda in the days to come.

Original article published on Digital Market Asia.

 

Making sense of data this GOSF

The way consumers behave online today, there’s colossal amount of data that is getting generated and marketers are faced with making sense of this. Every time there’s an e-sales fest around the corner, this scenario gets more complicated. Here are some aspects to keep in mind as you plan for GOSF this year.

The ‘Window Shopping effect’:

As you know, traffic to your website increases 2 to 3 days ahead. These are trips buyers make to your website to plan shopping- typically looking at products they are interested in and the offers. We call this the ‘Window shopping effect’.

window shopping

While you don’t see any raise in sales during this period you have invaluable user intent information available with you. Make use of user behavioural data while planning your laying your strategy for the sales fest.

Unifying data:

Businesses today interact with the consumer through desktop and mobile websites, social media, apps, retail stores etc. The various touch points with the consumer generate tons of consumer behavior data, stored in different formats with different teams in your organisation. This data generally lies unused or under-used by the relevant functions. Bringing all this data together and mapping user profiles will help get a better insights.

How much is too much?

Sales fests is all about discounts and you know this best. Your buyers are out there looking for the best deal. Albeit, it is not the huge discount but the value savings that buyers look for. For example: here are some interesting facts that surfaced when a leading e commerce player in India had a festival sale earlier this year.

What happened with an E commerce company in a sales fest

Aggregate past purchase data, ad click data and products viewed to determine the offers and discounts and lure swarm of buyers to your website.

Keep the awesomeness alive this GOSF with Data-driven marketing!

5 Tips for A Kick-Ass Banner Ad

The holiday season has just begun and online shoppers have more reason to rejoice this year due to a clutter of deals and offers. This means competition. Read our blog on how to beat it. Retargeting comes in handy to stand out in the frenzy of ads out there.

With advanced technologies deployed in retargeting, you can personalize ads for buyers in real-time. Here are 5 key aspects that make a kick-ass banner ad.

Vizury Creative

While in Rome… Geography is one of the biggest contributors for the design. The regional and socio-cultural environment informs the preferences of the consumer. For example we see a much better appetite for a larger palette of colors and animations amongst Chinese buyers. We attribute the diverse color palette to the ones used in their religious and cultural setups.

Myntra

As you like it: Retargeting banners often work best when a combination of recommendations or choices are provided to the user. However the ways in which one recommends products are also specific for every industry. For e-commerce buyers, providing brand recommendations works better than product recommendations. But the reverse holds true for luxury brands.

Pink or Blue? Gender is another major determinant in terms of the kind of messaging, color palette and the nature of goods one can cross-sell/ upsell with the products browsed by the buyer.

No reasons attached: Buyers not only purchase out of need but also to accomplish a sense of discovery (very often seen with books, movies, songs etc) or complete a series of collectibles (very often seen with sports and historic memorabilia). In such cases there is little urgency except what is induced by the seller and a sense of closure is generally sought for such goods, making banner a key actor in the entire play.

Read between the lines: The point in the purchase funnel, called the ‘Stage’, that the customer drops-off at (eg. Landing page, product page, shopping cart etc) indicates his/her readiness to consume the product. For example: if user A has dropped off your website from the category stage for backpack indicates that he is evaluating his options. So a multi-product banner with 4 or more backpack recommendations would work. Whereas if he had added a backpack to his shopping cart shows he has made his decision. In such a case, showing an ad with just that backpack would make him come back and buy it. Hence, pertinent messaging helps bring a faster closure to the purchase cycle.

The future of personalization is at the intersection of customer transaction history, context and intent. Do your ads have the emotional hook to draw buyers? Tell us about it.