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Site Retargeting to boost Airline sales

Most airline advertisers rely heavily on search and affiliate (OTA/Metasearch) marketing to drive performance (sales) driven campaigns and allocate over 50% of their digital marketing ad-spend for search marketing including paid and organic. Display advertising is viewed as a channel to drive user engagement and branding by such advertisers. This has been the scenario for the past few years especially in emerging e-commerce markets where advertisers are keen to drive higher ROI and prefer to plod the tested path.

Search marketing helps advertisers identify prospective buyers and place your brand in front of the buyer. This is a safe bet since the user has very clearly stated his/her needs in terms of the keywords and you just need to weed out the best keyword and place the highest bid for the best routes and optimize based on route/class and O&D level. Search marketing is an awesome channel to drive traffic to your website and get first time buyers as well as repeat buyers.

Flights purchase cycle

But, the purchase cycle for flight industry is generally lengthy and spans close to a month unlike baby products where conversions are within 5 days. Our Whitepaper on industry driven retargeting indicates that about 90% of users visiting a flight website complete a purchase within 27 days of their first visit! Considering this lengthy decision making process, it’s essential for a flight advertiser to appear in front of the right user, at the right time with the right message in order to create top of mind recall – this is where retargeting is helpful.

What is retargeting? You’ve probably heard a thing or two about retargeting. Retargeting is the practice of using data (I mean lots of data!) to deliver personalized ads to specific individuals, as opposed to just buying up ad inventory and hoping that the right audience will view and respond to your ad.

Site retargeting – Site retargeting is a form of retargeting wherein personalized ads are served to your website drop-offs. In emerging e-commerce markets, site retargeting is a fairly new concept. However, flight advertisers who have on-boarded specialist retargeting campaigns are happy with the initial results (in terms of incremental revenue and cost of sale (COS%)) benchmark and plan to invest more in retargeting from 2014. Virgin Airlines Australia observed a 60X increase in ROI with our site retargeting campaign, take a look at the infographic.

Search marketing and Site retargeting – the combined impact

If a targeted campaign is highly effective at building a brand but the absolute number of consumers reached is limited, can it deliver the ultimate ROI desired? A combination of search marketing followed up by site retargeting helps you optimize your ad spend.

Trademark search retargeting

A study by comScore indicates that a planned marketing strategy comprising of Search marketing and Site retargeting can help you boost your brand preference and drive sales as well. Many Airline advertisers who have been quick to notice the benefits have looked beyond search marketing and evolved their strategies to utilize personalized display advertising as a sales channel tightly integrated with their ecommerce KPI’s and goals.

I hope this blog has helped you understand the relevance and importance of site retargeting for airline advertisers. In my next blog, I will write about how site retargeting works for various airline brands and some results that we have observed. Do post your feedback, suggestions or comments below.

References:

  1. “When Money Moves to Digital, Where Should It Go?” by comSCORE

[Infographic] 10 Reasons why Facebook News Feed is a great place to Retarget users

Facebook News Feed is one of the best places to advertise on the internet. Its sheer interactivity enables tremendous user engagement, isn’t that every advertiser’s dream? We give you 10 reasons in this infographic to substantiate the claim.

Facebook news feed retargeting

Contributors:

Infographic design: Sarath MS

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

[Infographic] Vizury helped Viajanet attain higher online conversions

Viajanet is one of the leading Online Travel Agencies in Brazil offering flights, hotels and holiday packages to over 3 million users who visit the website every month. Viajanet wanted to retarget their website drop offs to increase conversions and also optimize their ad-spends. Here’s an infographic that describes how Vizury helped Viajanet achieve 40% increase in conversions within 6 months.

BRA ViajaNet

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

[Infographic] Vizury helped Souq.com increase customer engagement through mobile

SOUQ.com is the largest online marketplace in the Arab world. They have great presence in four Middle East nations.

Vizury has been a proud partner in SOUQ.com’s online marketing efforts and mobile retargeting is the newest frontier. Vizury helped them in propping online sales for their mobile website by increasing customer engagement.

The infographic below depicts the entire story.

Souq_Mobile_PNG

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

 

[Infographic] Vizury helped SONY develop ecommerce as a prominent sales channel

SONY is one of the world’s best known brands in electronics, gaming and entertainment. Here’s how Vizury’s retargeting helped SONY record significantly higher conversions when compared to any other digital marketing campaigns.

ANZ Sony

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

[Infographic] Vizury WebConvert helped Netshoes boost ROI driven sales

With over 24 million users visiting their website every month, Netshoes is Brazil’s largest online store for sporting goods . Here’s an infographic about how our retargeting solution Vizury WebConvert helped Netshoes boost their online sales.

BRA Netshoes

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

[Video] Eva Lin of OBDesign.com, Taiwan talks about their experience with Vizury

OBdesign.com is one of Taiwan’s leading Ecommerce firms operating in women’s apparel and accessories segment for over 3 years now. We worked with OBdesign.com and helped them scale their online reach and drive higher sales through our retargeting solution, Vizury WebConvert.

Here’s Eva, OBdesign’s Marketing and PR Manager speaking about how Vizury retargeting is superior to many other online advertising solutions.

OBDesign video testimonial

Keep watching this space. We’ll showcase more happy clients soon!

 

The fight against blocked cookies – What are the complexities involved and how can Ad-Tech companies overcome them?

The background of this topic is present here:

http://web.vizury.com/website/in/2014/02/07/who-wins-when-browsers-block-third-party-cookies

We spoke about what will happen if all browsers embrace the Safari default setting for third party cookies. To summarize, it will deeply affect the relatively small entrepreneur space: DSPs, SSPs, retargeting players, behavioural targeting players, DMPs and so on – all this because an efficient and cost effective method for user identification (cookie) would go for a toss.

We also spoke about a solution led by the big three of internet advertising (Google, Facebook and Yahoo) which would enable the industry to self-regulate. These three companies would be able to stamp and use cookies (with a few changes in their systems, if not immediately) for user identification if the Safari default becomes a standard. Their cause would surely be helped with RTB / programmatic buying on the rise in the world.

Let us look at this from the perspective of retargeting with RTB. Every major RTB seller supports the cookie-matching service, a standard service available for buyers to store user data in either their RTB servers or a hosted RTB server with the seller and match this user data against a publisher user ID. https://developers.google.com/ad-exchange/rtb/cookie-guide provides a good overview of this service.

For example, in the context of Google, a retargeting buyer like Vizury fires a cookie matching pixel every time a user visits its advertiser. This pixel returns control to Vizury and passes on the Google ID of the user. So, Vizury would be able to store the following kind of table in its database (or a database hosted on Google):

Database hosted on Google

With Vizury ID out of the picture because of the Safari default, Google as well as Vizury would still be able to recognize a Vizury user based on Google IDs and store Vizury User Data in their table. Hence retargeting would still be functional for Google, Yahoo and Facebook despite the Safari default.

Now, let us consider a typical third party publisher that does not own any first party properties: for example Rubicon. Rubicon would not be able to stamp / use its cookies with the Safari default on.

But what this represents is a market opportunity for Google / Facebook / Yahoo to provide a user identification service to Rubicon. This could be in the form of a dedicated system of servers that allows third party players to access user data in real time at a nominal price per call (or per user). Rubicon could then retrieve user IDs in real time through this dedicated service and use these user IDs to sell its inventory / analyse user trends and so on. This can be depicted in the following diagram:

Tracking users by cookie

Figure 1: Depicts the existing way of tracking users, through a cookie on the user’s browser

Tracking users through cookie

Figure 2: Depicts the proposed way of tracking users, through cookie matching server-server services of first party ad exchanges

Of course, there are many other ways to monetize this kind of a service, but we leave the rest to the imagination and gusto of the reader.

How Vizury’s Master Tags Optimize Your Retargeting Campaigns

If you are an advertiser, you will know that affiliate tags perform multiple tasks to capture data about user interaction on your website. Vizury started off by using the prevalent technology of the day i.e. iframe tags – static markup with explicitly passed parameters. The tag deployment process looked like this:

akshathablog1

When iframe tags were being used, you had to place different tags in different sections of your website and pass the necessary parameters in each of the tags requiring substantial time and effort from your engineering team. On top of it, there was a lot of scope for manual error when passing parameter values. But the trouble did not end here. Based on insights derived from the campaign performance, if we were to modify campaign settings such as user segmentation, you had to pass a set of new parameters and verify the same and meant a lot of hassles for you!

Vizury has always focused on offering fully-managed services to its clients. In our pursuit to simplify campaign management and free advertisers from the hassles involved, we have been offering Master Tags. Through this blog we hope to acquaint you with Master Tags and how your retargeting campaign could benefit with Master Tags.

Master Tags are JavaScript codes that we share with you at the onset of a campaign. Since each website has unique URL and HTML structures, we customize our tags to suit your website. For every campaign, we share a single Master Tag with you that never requires any updates or replacement. This is a process flow for campaign management with Master Tags:

akshathablog2

All you need to do is insert a single tag on your website on all pages and we will take care of all the subsequent activities involved. Once your campaign is live, Master Tags insert a cookie on your website visitor’s browser and enable us to track them across the internet for retargeting. Also, Master Tags access the data points required to run your campaign and collect data from your website product catalog necessary to run your campaigns. We collect data such as Product ID, Product Name, Price, Availability etc. This data is used to create ads that are shown to your website drop-offs. We store your data on our secure servers and prevent unauthorized access and use of the same.

Do Master Tags affect your website load time? The answer is NO. Unlike their predecessors, Master Tags are asynchronous and do not hold up your webpage from loading. More importantly, we use CDN technology from Akamai Technologies for content delivery and ensure that the user’s experience on your website is never hampered due to our Tags.

Apart from freeing your IT team from the campaign management hassles, Master Tags allow a higher degree of flexibility and dynamic user segmentation. This can only mean better results for your campaign. You could upgrade your existing tags with our Master Tags – contact your Account Manager or send us an e-mail at marketing@vizury.com.

We hope this blog has helped you understand the role of Master Tags in our retargeting campaigns – do leave your comments/queries!

Useful links:

  1. Read more about Vizury Tags
  2. Retargeting with WebConvert
  3. Mobile retargeting with MobiConvert

Ecommerce in China – Online consumer on the Rise

Ever since the famous slogan “To get rich is glorious” appeared three decades ago, China’s consumer market has evolved at a phenomenal pace. Today China is considered the #1 market for many product categories including computers and automotive. Standard & Poor expects China to overtake the US and claim the top slot as the world’s largest consumer market in the next five years.

China’s consumer market is maturing in ways more than one. China used to be the heaven of counterfeit goods. However with rising incomes, purchase decisions are no longer just price driven. Showing-off one’s latest purchase on social networking sites such as WeChat, Weibo etc. is a fad in China today. As a result, consumers in China prefer to purchase original and quality goods, sometimes even luxury goods – many of these purchases are online and e-retailers have to prove the authenticity of goods that they sell and brands need to beware of any negative user comments that could go viral.

The appetite of Chinese shoppers does not confine itself within the country’s border. Due to value added tax and distribution efficiency issues, Chinese consumers tend to pay higher prices for imported items. Even for “Made-In-China” products like the iPhone, the prices tend to be higher in China than elsewhere in the world! As a result, most Chinese consumers explore the options of purchasing luxury items overseas which turns out to be more economical and global retailers like Net A Porter cater to this need by offering a simplified Chinese user interface and “Ship to China” options.

yintai1

 

However, the ecommerce scenario was not always so prevalent in China. Unlike the US where most of the top e-retailers (other than Amazon and eBay) are traditional retail stores that have gone online, China did not have a particularly strong supply chain or retailer industry when e-commerce first emerged. The emerging online retail powerhouses in China such as TMALL (part of Alibaba Group) and JD do not have any offline legacy. But the online purchase potential is so humongous in China that e-retailers have evolved fast and are at par with any of the world’s top e-retailers. For example, you can find virtually unlimited selection of products from Taobao’s partnered merchants, who will diligently answer your chat inquiry 24×7. They are further refining their own logistics infrastructure and China’s retailer industry is predicted to emerge as highly online driven than any other developed country in the world.

ihave3

 

With many more such interesting developments, the new force of Chinese consumers is set to change the global economy in the years to come. Do watch this space for more interesting updates on the fast evolving and ever changing consumer market in China.

References:

  1. http://articles.latimes.com/2004/sep/09/business/fi-deng9
  2. http://usa.chinadaily.com.cn/epaper/2013-08/15/content_16896046.htm
  3. http://www.jingdaily.com/5-key-ways-brands-can-win-in-chinas-luxury-e-commerce-marketplace/39445/
  4. http://www.businessinsider.com/overworked-e-commerce-employees-are-dropping-dead-in-china-2013-7
  5. http://www.reuters.com/article/2013/11/26/us-china-ecommerce-jingdong-idUSBRE9AP18B20131126http://red-luxury.com/brands-retail/poor-in-store-experiences-drive-mainlanders-to-shop-overseas