THE CHALLENGE:
Dell's website had swarms of
visitors…but too many were leaving without making a purchase. We
needed to find a way to leverage stored data from cookies-which
could clearly indicate which products or type of products each
shopper was interested in or maybe even intending to purchase-to
increase engagement and keep their Dell.com experience top-of-mind
after theyleft the
site.
OUR SOLUTION:
We mixed cutting-edge technology
with creative ingenuity to totally cut out inefficient advertising!
We drastically improved the customer experience by increasing the
relevancy of the advertising message seen by individual users,
while minimising wastage and increasing engagement.
HOW WE MADE A
DIFFERENCE:
In an industry-leading move, we
developed a model that merged behavioural targeting technologies
capturing prospects' visit history with dynamic creative tools that
built customised messaging. Ads feature products from each
consumer's visit history, keeping them fresh days after visiting
Dell's website.We tagged hundreds of pages within Dell's
site-something few other blue chip advertisers have done-to
pinpoint the reason for each visit, based on the products the
visitor viewed, searched for, placed in their shopping cart or
purchased.
Our model recognised these
prospects via a cookie, then retargeted them with customised ads on
their next visit to an outside website running Dell advertising.
So, if someone placed an Inspiron laptop in their shopping cart but
exited before purchasing, that consumer would receive an Inspiron
ad later on, for instance, Yahoo.com. Other visitors might see ads
for products they were researching, or be cross-sold on products
they had purchased.
RESULTS:
- Our targeting produced outstanding
improvements across the board-click through rates, conversion and
ROI
- Online ads with behavioural targeting
converted nearly THREE times more than those without behavioural
targeting!
- Behavioural targeted ads account for 42%
of Dell's online impressions…but they drive an amazing 83% of
online advertising revenues
- Behavioural targeting impressions
generate almost SEVEN times more revenue per impression served than
non-targeted impressions
- Online ads with behavioural targeting had
a 70% higher click-through rate
This campaign also won the US
2010 Creative Media Award for the Performance Media &
Marketing category.