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Programmatic Display for the Full Funnel

How Leading Advertisers Use Programmatic for Integrated Prospecting, Retargeting and Loyalty Campaigns

In the early days, much of programmatic display was all about simple, static retargeting—what the industry liked to call the “low-hanging fruit.” Over time, however, programmatic technologies have become more sophisticated. Data integrations, streaming technology, dynamic creative personalization, CRM segmentation, HTML5, priority scoring, intelligent product recommendation engines, universal frequency caps, new devices and channels—online display advertising has evolved into a complex set of algorithms and technologies that allow advertisers to reach the right users with the relevant message at the ideal price, wherever they are.

Today, leading advertisers use the power of programmatic not just for the lower purchase funnel—retargeting e-shop visitors after they leave the website—but also for the upper part of the so-called “purchase funnel,” targeting prospects who may never have visited the shop before.

Nestlé, for example, ran its first-ever fully programmatic branding campaign for its Nescafé Dolce Gusto brand earlier this year. “The biggest takeaway from this campaign is that programmatic does work for branding campaigns,” told Gawain Owen, digital lead at Nestlé UK and Ireland Adexchanger. UK retailer Argos took its strategy another step further by creating an additional, CRM-driven loyalty campaign for existing customers, as reported by Econsultancy. Our own client Sole Society increased sales by 51 percent and conversion rates by 68 percent after implementing an advanced segmentation strategy based on new-to-site visitors and loyal customers. You can download the full case study in this blog post.

With integrated prospecting, retargeting and loyalty campaigns, retailers can reach their users with programmatic display across the purchase funnel and throughout the customer journey. Each campaign is a specialized, data-driven strategy in itself and tailored to the needs of the respective user group. A prospecting message for a completely new user, for example, is more brand-oriented and based on microdata parameters like device type, ad performance or seasonality. A retargeting ad for a shop visitor who is undecided on which headphones to get, is more product-focused and informed by user and shop data, like on-site shopping behaviors, filter preferences or product margins. Once a shopper has completed a purchase, CRM data can be used to build “lifetime value” segments for loyalty campaigns, so that advertisers can reach their most valuable customers with relevant offers.

Read on to learn how prospecting, retargeting and loyalty campaigns are connected and how a smart set of specialized campaigns from a single vendor can move your audience from prospects to first-time buyers to loyal customers using your first-party data.

Infographic - Programmatic for the Full Funnel, Sociomantic Labs