On May 30th, LiveRamp hosted RampUp 2013. Hundreds of marketers and ad tech leaders came together to discuss the convergence of offline and online data. Throughout June, we are posting videos of RampUp sessions.
Today, watch Stephanie Miller of the DMA moderate as Arjun Dev Arora of ReTargeter, Adam Berke of AdRoll, Russ Glass of Bizo, Josh McFarland of TellApart, and Tony Zito of Rakuten MediaForge discuss Site Retargeting and CRM Retargeting.
A few key points from the panel:
- Miller asked panelists to share “a fail” and “a grail” that they’ve experienced in the industry. As a positive example, she shared that the DMA’s opt-out button shows an encouragingly low, less than 2% rate of opt-out. After being “educated about the value of behavioral advertising,” decide to opt out of it.
- As a grail, Arora shared that the segmentation concept works really well. Segmenting is a very powerful tool, “whether it’s segmenting offline CRM data and bringing that online,” or something simple like segmenting out shopping cart abandoners and retargeting them.
- Glass shared that a consistent fail related to these powerful segmentation and targeting technologies is that people are “using the exact same creative.” This failure to deliver on the technology’s promise by getting creative on board is something seen “all the time.”
- Berke agreed that there is a notion that the “creative doesn’t matter.” It often becomes the last thing that is thought of and the last thing that people ask. Sometimes the question is, “Do you have a designer?” It’s “a big missed opportunity.”
- As the discussion turned to the definitive characteristics of retargeting, McFarland shared a unified and broad view. Tomorrow’s retargeting will be more elegant and less of the “brutalistic” retargeting ads for exact products today. “In the future, all ads will be a form of retargeting.”
- Zito shared how Rakuten MediaForge deals with these semantics when lines get blurred. “We just call it retargeting and prospecting.” In response to worries that calling everything “retargeting” can create problematic expectations, Zite countered that it all “ends up in the retargeting bucket.”
Visit tomorrow for our video on the interplay between agencies and ad tech.