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.
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!