The Evolution and Future of Retargeting: Connecting Brands to Consumers in a Relevant Way

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Benjamin Spiegel

Benjamin Spiegel's deck on the future of targeting at SMX East 2014

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The Evolution &
Future of Retargeting
Benjamin Spiegel
Sr. Partner, Managing Director - Strategy
Twitter: @nxfxcom
LinkedIn: in/BenjaminSpiegel
EMail: Benjamin.Spiegel@groupm.com
Google+: +BenjaminSpiegel
WeChat: BenjaminSpiegel
SlideShare: BenjaminSpiegel

CONNECTING BRANDS TO
CONSUMERS IN A RELEVANT
WAY.

WE EVOLVED AGAIN:
RLSA/RETARGERTING/REMARKETING

Retargeting - It is brilliant
Content Intend
Behavior
Perfect Audience

CHALLENGES
• Multi-screening
• Scale
• Cost
• Reach
• Messaging
• Social / Mobile
• Vendor

The 4 key components
DMP
RTB
SSP
EXC
DSP

WHATS NEXT
The future of targeting and media

The Social-Mobile-Digital Sweet spot
Social Web
Mobile

Socialite 2.0 – Building Social Audiences

Sync – Devices listen and react
Digital fingerprint is
recognized
Trigger is fired Ad delivery in 5-10
minutes
Ad airs

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The Evolution and Future of Retargeting: Connecting Brands to Consumers in a Relevant Way

1. The Evolution & Future of Retargeting Benjamin Spiegel Sr. Partner, Managing Director - Strategy Twitter: @nxfxcom LinkedIn: in/BenjaminSpiegel EMail: Benjamin.Spiegel@groupm.com Google+: +BenjaminSpiegel WeChat: BenjaminSpiegel SlideShare: BenjaminSpiegel

2. Targeting used to be simple…

3. …then consumers wanted choice

4. Only one way to get connected…

5. …with only a few choices

6. But we evolved again…

7. CONNECTING BRANDS TO CONSUMERS IN A RELEVANT WAY.

8. CONTENT BASED TARGETING

9. INTEND BASED TARGETING

10. WE EVOLVED AGAIN: RLSA/RETARGERTING/REMARKETING

11. Retargeting - How it works

12. Retargeting - It is brilliant Content Intend Behavior Perfect Audience

13. CHALLENGES • Multi-screening • Scale • Cost • Reach • Messaging • Social / Mobile • Vendor

14. THE SOLUTION: AUDIENCE BUYING

15. The 4 key components DMP RTB SSP EXC DSP

16. The Display Landscape

17. The magic of the DMP What are the ingredients? Clicks Impressions Interactions Conversions Transactions Segments Campaigns Products Lifetime Value Psychographics Demographics Offline Buyers Financials Web Behavior Search Behavior Offline Segmentation Digital Ad Impact Campaign Data Audience CRM Database Brand Research

18. WHATS NEXT The future of targeting and media

19. The Social-Mobile-Digital Sweet spot Social Web Mobile

20. Socialite 2.0 – Building Social Audiences

21. Social targeting

22. Hyper relevant messaging

23. Socially enhanced creative units

24. TV Please…

25. Second Screen targeting

26. Sync – Devices listen and react Digital fingerprint is recognized Trigger is fired Ad delivery in 5-10 minutes Ad airs

27. A WPP Company THANK YOU @nxfxcom