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Programmatic Retargeting

What is Retargeting?

According to DataXu, eCommerce businesses report an average growth of conversion rates by 128% when using retargeting tactics. So, what is retargeting? Many people who visit a brand's website are not yet ready to purchase the product or service. A visitor could be interested, but not quite at the point of conversion. This is where retargeting comes in. Retargeting is the process of re-engaging users who have left your website by showing them another ad, wherever they are consuming media, with the intention of driving them back to the site, and essentially to the point of conversion. 

Why is Retargeting more effective for TV?

Historically, retargeting on TV was impossible, so advertisers came up with a bandaid approach - TV advertisers would increase the frequency of their ads on a specific TV network or rotation to accomplish a similar effect as retargeting. While this patchwork approach does work to some extent, it is not as efficient or effective as retargeting on digital channels. The unique difference is that retargeting TV ads, focuses on engaging with those users that have shown interest by visiting the website and perhaps initiated a process, such as beginning to check out or visiting an individual page within the website. This means that your retargeting ad budget is dedicated to a highly interested group that is more likely to convert, thus increasing revenue.

How does retargeting work on TV?

Many times potential customers will visit a brand’s site after seeing an initial ad, but leave before they make a purchase. The consumer has shown interest, but they’re not ready to buy. At Tatari, we can capture user data, via Tatari Tag Manager, and then use IP or cookie data to retarget website visitors with another ad on TV. This retargeted ad is highly effective at pushing consumers further down the marketing funnel towards point of purchase.

1. A Potential Customer visits your site
2. The Potential Customer leaves without making a purchase
3. Tatari captures user data (thanks, Tatari Tag Manager!)
4. You can retarget the Potential Customer based on their IP or cookie
5. Later, the Potential Customer watches TV and sees your ad
6. The ad recaptures the Potential Customer's interest and brings them back to your site
7. The Potential Customer becomes a buyer!

Why should you add programmatic retargeting to your TV media plan?

  • Programmatic Retargeting is the last piece of a Full-Funnel Marketing Solution
    • The growth of streaming TV over the last few years has evoked many learnings about the position of TV as a whole in the marketing funnel. Traditionally, due to the lack of measurement tools, TV was thought of as an upper-funnel marketing medium with visibility being the main goal. With the utilization of data-driven targeting and digital-like measurement tools that marketers are already accustomed to using, a whole new data set became available allowing us to deterministically prove that TV is in fact a full-funnel marketing solution. The impact of TV in driving awareness and consideration is well-documented across decades; however, the value of TV as a driver of lower-funnel traffic is only just emerging. At Tatari, we see that TV retargeting is slowly surfacing as the most powerful, yet underutilized, piece of a lower-funnel TV strategy. 
  • Lower Acquisition Costs
    • Retargeting can help your marketing dollars go further. Targeted ads are only sent to a unique subset of viewers that have already expressed interest in your offering. Fiverr saw a 75% decrease in customer acquisition costs by using retargeting.
  • Stay Top of Mind
    • By retargeting users who have been to your site, you also boost brand recognition and awareness. Retargeting allows you to re-engage with previous customers who have been to your website and push them to become loyal customers who make repeat purchases. 
  • Promote the Right Product to the Right User at the Right Time
    • Placing a retargeting pixel grants you the ability to slice and dice the users according to the section of the site they visited. This allows you to align the product/service that you are targeting the user with their interest - all this while they are watching TV in their living room (their most engaged and leaned back moment of their day).