Whether we focus on targeting your existing customers or attracting aligned prospects to your proposition, we never lose focus on your ROI
Historically, online display proved to be effective at driving brand recall and loyalty but was never a key-driver of ROI.
The programmatic revolution has changed all of that. The ability to serve creative based on actual and predicted user behaviour with variable cost models applied to user sets has vastly increased the ability of the channel to affect front-line sales.
This has opened up whole new opportunities for marketeers to communicate with their audience and has allowed our clients to effectively target areas of user activity which were historically cost-prohibitive.
The biggest impact on display advertising has been the ability to target users based on their historical interaction with the site. Past visitors or customers can be targeted with different messages and higher budgets than would previously have been cost-effective.
Over time, we’ve worked with our clients to include increasingly complex audiences with differing creative messaging and varying commercial objectives. In essence, remarketing allows us to continue the conversation with users once they leave an advertisers site. When appropriate, we’ll always use dynamic ads, reflecting a users product choice in the creative that they are exposed to.
Leveraging existing user and customer data, we are able to target lookalike users who are demonstrating similar purchase intent. Working with best-of-breed partners, we can accurately predict the best moment to serve creative against the users with the highest likelihood to interact. Tracking both post-click and post-view data, enables us to ensure that purchase behaviour has been successfully influenced.
As users continue to migrate behaviours to more mobile devices, capturing cross device audiences has become increasingly critical. The industry continues to evolve in response to this need, enabling single user-based id’s rather than device-based id’s.
Although this enables us to more easily target users, the creative limitations of the medium require significant changes in messaging and design which should be considered at the start of the briefing process.