The return of the lost customer

WW: What does TradeDoubler's new retargeting solution offer?
Catrin Rubenson: Retargeting refers to the renewed targeting of specific user groups. Visitors who have visited an online offer, viewed certain products or offers or abandoned a purchase transaction are usually marked. The marked users can then be identified on websites marketed by us using retargeting. We then address them again with banners tailored to the user. This means, for example, that if a user has gone to an Adidas website, looked at basketball shoes there but not completed the order, we know: This user is interested in this product. Now we want to bring them back to the purchase process. That is the objective of retargeting. It doesn't have to be a specific sale. Users who have viewed travel offers, for example, also receive further information and advertising material from us that is tailored to their needs. They receive these when they are out and about again in a different environment.

What's new about it?
That the user can now be tracked a little more closely. With our technology, it is possible to identify a user when they visit another website from the TradeDoubler network and immediately show them specific offers from the original advertiser. In addition, you can offer them perhaps a 20 percent discount on this second contact.

Is the technology also offered by competitors?
This is a technology that other companies also offer. What is special about us is that we now have a reach of 80 percent in Switzerland. Consumers visit many websites a month. The attractive thing about our offer is that we can reach them on several platforms. Our network now includes 15,000 websites from Switzerland. These include everything from the smallest business portal to large media portals such as NZZ, Blick, Top Reisen, shopping sites and service providers in the virtual currency sector, which are growing rapidly.

Have customers already had their first experiences?
We know that it has a significant impact. We are not allowed to publish figures on specific case studies. However, studies have shown that targeted customers are up to 70 percent more likely to complete a purchase than end customers who are not retargeted. In addition, an average increase in the purchase amount of 50 percent was recorded compared to end customers with an unspecific advertising banner presentation.

How does a TradeDoubler customer in your network react when you bring his contacts back to the competition?
Competition invigorates. In the telecoms sector, for example, we work with all providers such as Swisscom, Sunrise, Orange and Cablecom. In the end, it is fruitful for all partners.

What materials does a customer need to provide if they want to benefit from this new technology?
He just needs to have attractive offers in the store and good but simple advertising material. These must be quickly readable by the consumer - with a clear offer that is visually recognized before they perhaps click on. Not too complex, but reduced. Getting the consumer's attention on the web is difficult. You have to try to communicate your message as briefly and succinctly as possible.

How does the idea present itself in mobile campaigns?
We have now expanded the technology. The user who surfs on mobile also receives advertising from us. An iPhone consumer can receive the same advertising as an Internet consumer. This is a new channel, but it works in exactly the same way.
Interview: Andreas Panzeri