All together now
It was, as ever, a collaborative process. Acting as the creative agency, we worked with the client and the markets performance agency to define the retargeting strategy, find out the requirements and definitions for the campaign, and plan for production.
Once the strategy was clear, our task was to create the storyboards, the dynamic HTML templates and the asset library, and design and populate the feed. Then we set up the dynamic profile and carried out quality assurance.
The dynamic framework
While the creative work was going on, our technical team built a dynamic feed based on DoubleClick technology, robust enough to accommodate several campaigns running at the same time.
This dynamic feed builds audiences from remarketing data using floodlights (it can also use other platforms such as GA 360 or DBM) and relies on “moments” to trigger and stop messages automatically. You can also split the budget for two or more campaigns that share the same audience, such as homepage visitors.
The dynamic feed checklist
Sets start and end date for campaigns
Sets daily slots (morning, afternoon and evening)
Defines the floodlights values for key user interactions (viewed page, added product)
Defines banner sizes, asset library location and values for banner animation, number of frames, loops, etc
“Setting up the dynamic campaign was a real challenge; it started off as something small, built for the purpose of testing and then it turned out into a great project. Our local and international campaigns reported back good results. The positive outcome is a direct consequence of Elespacio’s proficient work in collaboration with NeoOgilvy and their skilful planning of campaigns and audiences.”
MEDIA & DIGITAL MARKETING SPECIALIST, NESPRESSO
The results are in
When we compared a conventional retargeting campaign from 2017 with the dynamic retargeting ads of 2018, we saw a significant increase in the KPIs across the board. It’s official: better targeted and personalized messages lead to better results!