BEHAVIORAL TARGETING by POSSIBLE WORLDWIDE for Dell

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BEHAVIORAL TARGETING

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Industry Laptops, Netbooks, Tablets
Media Promo & PR, Case study
Market Costa Rica
Agency POSSIBLE WORLDWIDE
Released July 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: DELL
Product/Service: COMPUTING
Agency: POSSIBLE WORLDWIDE
Date of First Appearance: Jul 31 2010
Entrant Company: MEDIACOM, New York, USA
Worldwide Managing Media Director: Kathleen Sheridan (MediaCom)
Global Digital Director: Wendy France (MediaCom)
Global Digital Media Supervisor: Kelsey Tanaka (MediaCom)
Associate Media Director: Karen Chan (MediaCom)
Media Planner: Sherisse Davis (MediaCom)
Analytics Manager: Simon Shulman (MediaCom)
Analyst: Tauqeer Imam (MediaCom)
Analyst: Ethan Israelson (MediaCom)
Senior Analyst, Ad Operations: Ray Victor (MediaCom)
Junior Analyst, Ad Operations: Victoria Adrian (MediaCom)
Media placement: Individually Customized Online Ads - AOL, Yahoo!, MSN, B3 And Invite Ad Networks - 31 July 2010

Insights, Strategy & the Idea
DELL’s website had swarms of visitors-but too many were leaving without making a purchase. And while we were subsequently targeting them with more ads and offers after their abandoned shopping experience, we knew we weren’t fully capitalizing on the opportunity to entice them back.

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 they left 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 minimizing wastage and increasing engagement.

Creative Execution
In an industry-leading move, we developed a model that merged behavioural targeting technologies capturing prospects’ visit history with dynamic creative tools that built customized 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 recognized these prospects via a cookie, then retargeted them with customized 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 and Effectiveness
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.