PointRoll released some interesting data last month on how not only ad re-targeting but also ad sequencing can help to lift interaction and response rates. We've been making some noise about this for a while as part of our targeting matrix development exercise in our analytics courses but it's great to see some independent data on this.
Essentially what we're talking about is the basic fact that advertising needs to be relevant to stimulate engagement and responses. In addition to re-targeting, which is used to display consumers highly targeted ads based on their past content consumption (e.g. recency and frequency of certain product categories viewed), marketers should also consider ad sequencing or in other words story telling (e.g. exchange or evolve the message with time).
To better understand the different messages, segments, channels and data points that would be involved in creating a coordinated targeted end-to-end user experience across your various channels we recommend starting with a simple targeting matrix as shown below.
A targeting matrix helps to determine at a high level what segments we are talking to, how the message should change over time with consumers moving along the purchase cycle and what channels we have available to deliver our messages as well as the different data points we can use to segment users.
Please let us know if the above has triggered some ideas, we would love to work with you and your agencies to develop a customised targeting matrix and enable the underlying technology to help you deliver more targeted advertising.
