What Does Sequential Retargeting Mean For Advertisers

At BPRISE, we employ sophisticated programmatic advertising to best achieve positive brand recall and customer engagement for our clients. This doesn’t just mean stocking up on the knowledge and technology required to ensure hyper-personalised marketing on web and mobile. If anybody wants to get Sequential Retargeting right, then the first thing they need to do is have a sense of humour about it!

Funny Side Up

Sequential Re-targeting is a lot like delivering a joke. There is “The Set-Up”, where you familiarise your viewers with the basics and fundamentals of your products and services. This is what sets the tone for what’s to follow and gives the target audience an idea of whether they want to know more or not. “The Set-Up” is the proverbial stage of the early rounds of communication that get served to people online.

Next of course, comes “The Punchline”. This is the clinching moment in the user journey where a customer is convinced enough about the brand’s story and its offerings to finally crack a smile and make a purchase. Pow!

But this stand-up routine in digital advertising need not be a linear process. There may be people joining in on the fun while you’re in the middle of your ad campaign or product launch, or there are even those who leave right at the start without giving you a patient ear. How do you then make sure that everybody gets your marketing messages loud and clear? From the beginning, through the middle and all the way till the end? The answer is Sequential Re-targeting.

The “sequence” here doesn’t mean holding different group tours for people who visit you in batches and hear the same old sales speech. Regardless of what stage your product launch is in, the sequential re-targeting campaign starts, adjusts and evolves for every user at their time and place of engagement with your brand.

Automated Bucketing

“The Set-Up” takes time and skill. As mentioned above, the delivery and nature of sequential re-targeting typically changes for every distinct, new customer taking a seat amongst the audience. All first timers aren’t subject to the same “generic retargeting” and aren’t slumped into one single broad bucket. At BPRISE, our programmatic engine seamlessly segments the continuous influx of new visitors. This is not just based on demographics and location parameters, but also depends on the source of traffic, dates of user activities and expressed behaviours.

We are able to track users across the web’s many media platforms and segregate the hot leads from the cold ones. Through a funnel for delivery into BPRISE’s Premium Ad Network, Facebook ads on third party apps or websites, SMS and even email, we are able to mix notifications and track the chain of events to your target audience with computerized precision.

Old Wine, New Bottle. Cheers!

So, you’ve delivered the set-up and your audience isn’t anywhere close to hearing that punchline. And if you’re only building a name for your brand then there are other hiccups like being the first in customers’ minds while addressing their concerns about price, doubts, credibility and product quality.

What do you do? Go for what stand-up comedians refer to as a “Callback”. A comedian routinely tells a joke with a specific punchline and then, later in the show, tells a different joke with the same punchline. This gets a bigger laugh the second time around. Similarly, we help rectify the set-up and deliver freshness for the hard-to-impress crowd, till they are better positioned in the sequence to hear the same punchline.

We devised a callback for a car brand that found itself in that very pickle. The retargeting was broken down into small sequences like this:

Addressing Problem Number 1. Campaign ‘A’:

1st March: SMS campaign

3rd March: Email Campaign

5th March: Campaign on Facebook and Ad Networks

Addressing Problem Number 2. Campaign ‘B’:

15th March: Switch to a new campaign on Facebook and stop visibility on Ad Networks (only for customers who have been through Campaign ‘A’)

Addressing Problem Number 1 in a different way. Campaign ‘A2’:

20th March:New SMS campaign and Facebook Activation to users who didn’t convert from the first batch

Addressing Problem Number 3 for customers who are technically ahead in the sequence. Campaign ‘C’:

Look for customer re-engagement.

20th March: New SMS Campaign

20th March: New Email Campaign etc.

Everybody needs to be nudged differently. So, we made sure that the next time the customers logged onto the internet, the car brand was able to pick up from where each of them left off, just like old friends!

Now this can get complicated:

500 car showrooms X An average of 10 footfalls a day = A single day’s batch of data.

But with automated bucketing and tracking that we do at BPRISE, we easily spot and report which segment of which batch of prospects isn’t still laughing along and why. We understand the cycles, which sources offer easier conversions, their bounce rates and re-visiting patterns. This allows us to efficiently figure out where a shift in the marketing strategy needs to be carried out. The system lets us know if the marketing creative needs re-work, or if the retargeting should happen on a different platform or if the rhythm of the campaign frequency needs retouch. Once we spot a conversion though, that needle in the haystack is then promptly pulled out of the funnel to avoid wasting ad spends.

Speaking of which, I feel that the measurement of success in digital marketing shouldn’t be restricted to a metric like return on ad spend (ROAS) alone. Every sequential strategy should also be judged based on whether the engagement rates on ads improve, whether the returning visitors increase, and if the click through rates reflect precision targeting or not. The goal in sequential re-targeting is to serve smart and relevant ad experiences to guide prospects through their customer journey.

Programmatic advertisers typically chart out a funnel diagram as the trend, but I disagree. “Funneling” of layers of data and user journeys need not taper down to a small percentage of acquisitions. The user journeys under Sequential Re-targeting campaigns tend to look more like tributaries of many big rivers branching out into loops over time. All these users, however, are individually pursued to reach the logical conclusion delta of converted sales. That’s the trick.

If you have questions about sequential retargeting, leave a comment and I’d be happy to help!

 

The 101 on Programmatic Advertising

Here’s a go to guide for knowing all about the “new black” in the ad market. Programmatic ad spends grew from $5bn in 2012 to $39bn in 2016, at an average rate of 71% a year, according to Zenith’s programmatic marketing forecast. How did you not notice?

Let’s Start At The Very Beginning

Programmatic advertising is an automated mechanism that uses computer algorithms to purchase ad inventory. This modern, digitized media buying and selling does away with the traditional agency-network set-up, manual bidding and human optimization. It’s the idea and now, a wide-spread practice, that the processes involved in media marketing and negotiation such as inventory selection, data reporting, budget optimization, the back and forth of paperwork and testing of creative inventory; all of this is handled through an automated system.

This is achieved through a sophisticated and efficient assimilation of data, software and technology. Everything from behavioural and intent-based targeting, to real time bidding (RTB) and exchange-based buying of inventory can be credited to programmatic buying.

In English Please!

All you need to input is a range of creatives, your budget and targeting filters as an advertiser. Programmatic Advertising takes over from there. It makes scientific, data-backed decisions about which ad property to display, on whose website, at what price and when. Microwaved popcorn much?

You have two options:

“Direct Buying” takes place against a fixed payment in advance for a specific ad inventory. The objective here, is simply to exhaust a set budget by providing the requisite number of impressions on the selected ad property of a specific publisher.

“Real Time Bidding”, or RTB is an auction-based price system for buying and selling ad impressions across sites, on a real time basis. It literally takes milliseconds to launch ad campaigns, sitting at a desk, with a front row seat at the bid wars for inventories across multiple publishers’ sites.

We all know what DSP and SSP means by this point. But the truly powerful acronym of the bunch is a DMP, aka Data Management Platform. The information of what’s being sold and bought at what price, is stored here and is presented in a simple manner, displaying how consumers behave across the wider internet. So now, you can predict outcomes, understand audiences and break down media silos at the click of a mouse.

The Good News

With Programmatic Buying, you witness the actual price of ads move before your very eyes, minus mark-ups and agency fees. If you spot that a certain ad creative isn’t working on a segment or site, you have the power to immediately switch strategies then and there, in real time. No more waiting for your agency to respond with a monthly campaign report, while those ad impressions burn away; and no more feeling unsure about your return on investment. Have fun with highly personalised messages and refined funnelling processes. The transparency and quickness of it all helps hit the bull’s eye over and over again, across any device or channel. You save time, money, energy and nerves!

The Bad News

Woah Woah Woah. Don’t fire your media agency just yet though! There are a few downsides to programmatic advertising. Since your ads follow the user’s wild travels across the world wide web, you run the risk of displaying ads on questionable destinations. Behavioural and Contextual targeting can be tricky that way, so rein in visibility by blacklisting or whitelisting sites or categories.

But how is this hyper targeting possible in the first place? Programmatic ads rely on cookies to track activities across devices. So, the moment netizens observe computer hygiene and clinically cleanse their system of cookies, all that data is lost and it’s back to square one. Big dogs like Facebook and Google are immune to an extent, because they track movement across devices through login status, but the rest, as they say, is browser history! Isn’t that how the cookie crumbles?

Another devilish hazard is ad fraud. Domain spoofing experts and bots hike up costs and dupe advertisers with cunning flair. This raises obvious questions on the quality of inventory in programmatic buying. There is an entire article dedicated to that problem alone. Read it here to know how you can keep guard.

So Now What?

In advertising, knowing more about your audiences and being able to access and read data that uncovers insights are crucial. There is no doubt that leveraging technology to drive stronger results from highly relevant, targeted campaigns is a boon. Unanimous adoption of programmatic advertising across multi-channels is fast becoming a reality. Legal updates and private partnerships to curb the above challenges are in the pipeline as well.

As an ad-tech entrepreneur, I advise all brand owners and advertisers to hop on board the Programmatic band-wagon right away. The earlier and faster you join the game, the savvier you’ll be at bidding the best price for the right ad. Sold?