VivaKi has become one of the first agencies to use Google’s integrated search-to-display remarketing technology since it launched in beta earlier this year.
The Publicis-owned agency has kicked off a campaign for one of its automotive clients across its addressable media buying practice Audience On Demand (AOD) which plugs-in to Google’s integrated technology suite, letting it optimise display remarketing based on search traffic.
Although the rise of real-time bidding (RTB) in the display space has led to sophisticated remarketing methods, they have been driven by people clicking on the display ads rather than via Google searches. Now advertisers can bolster their display targeting by using data based on people’s searches rather than click-throughs on display ads alone.
Google launched remarketing in search in beta earlier this year, having historically kept its search and display data stacks separate. Google’s integration of DoubleClick Bid Manager and DoubleClick Search 3 now means advertisers can split referring keywords into specific groups based around different levels of interest and tweak their bid strategies accordingly.
Marco Bertozzi, executive managing director for the VivaKi Nerve Center, said being able to use search data to hone display remarketing opens up big opportunities for advertisers.
“Historically advertisers have spent millions on search, which is probably still the most effective media channel when it comes to converting someone to a sale. But beyond that sale there is not much further the data around a consumer’s search patterns can be leveraged. Now we can take people who got halfway down the conversion funnel and flip them over to display.”
It also lets advertisers better monitor consumer engagement levels and time its display remarketing accordingly, said Bertozzi. “There’s a big difference between someone who searches for a car brands and ends up on that site and downloaded a brochure, to someone who has been browsing and accidentally clicked on an ad. We can then judge the timing and send a retargeted display ad within minutes to the person who has actively downloaded the brochure, and less quickly to someone who has just been casually browsing,” he said.
Phil Miles, director of DoubleClick in the UK said, “We have been working with Audience On Demand for a long time and it is great to be able to test this feature with their UK team to help VivaKi advertisers maximise the efficiency of their search ad investment and boost the performance of their display campaigns. This is just one example of how we're seeing advertisers and agencies benefit from an integrated buying solution; our DoubleClick platform is specifically designed to deliver media performance and operational efficiency to those using it.”
Geoff Smith, head of activation for AOD comments: “This technology allows us to identify and differentiate consumers with greater intent to purchase, depending on their search behaviour. This granular insight allows us to alter our bid strategy accordingly, thereby maximising the efficiency and effectiveness of the overall campaign.”