Campaign: Improving ROI through instant retargeting for Dell
Advertiser: Dell with Mediacom
Campaign Info: Dell wanted to leverage Mediaplex’s market leading retargeting technology which can instantly establish and retarget micro-segments set by a combination of paid media interactions and direct visits to categorised content pages.
Results: Mediaplex devised a creative technology solution to enable unlimited creative versioning. Success came was achieved by removing the necessity for the agency to produce fresh creative. This was done by piping creative into pre generated banner ads already live on publisher sites, automating creative production.
Client quote: “We’ve all come across technologies to tag advertiser pages and follow these prospects around the web – what Mediaplex can do here is way beyond what you might imagine. We are retargeting display creative and deeplinks on a customer-centric basis according to business logic, responding to the interactions a browser makes with the paid media, across all digital channels, combined with every interaction a browser makes on Dell
content pages and transaction pages.
The significant step here is the ability to derive meaningful micro-segments from fact data in a profile database and respond to it instantly with creative which is pre-generated to the same granularity as the micro-segment. Sounds complex, it is but the client service team have deep experience across digital and execution is flawless. The funny thing is that Mediaplex offer this unique capability and call it standard adserving! It’s not really
adserving as you know it.”
Mediacom, Associate Director EMEA
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