http://www.burningthebacon.com/2008/10/04/dont-call-me-as-i-wont-be-calling-you/ mobile and interactive marketing insight, perspective, and propaganda Sun, 05 Sep 2010 01:34:57 +0000 hourly 1 http://wordpress.org/?v=3.0.1 http://www.burningthebacon.com/2008/10/04/dont-call-me-as-i-wont-be-calling-you/comment-page-1/#comment-807 Larry Sat, 04 Oct 2008 14:37:54 +0000 http://www.burningthebacon.com/?p=415#comment-807 Soooo glad to be out of the data-selling business! Having said that, explicit-permission based calling is still allowed, so everyone should be careful to read those opt-in and opt-out statements on online forms; which you should anyways. Probably the coolest form of online DR tactics is Search Retargeting. It works like this: The URL you click on in to your Google search campaign goes to a page with nothing but a cookied pixel, then redirects you on to the right page. Later on, you're surfing around and those ad networks are looking for that cookie, and if they find it, they'll serve a banner specific to your previous search. According to studies presented at last week's VROOM conference in Toronto, the pre-qualification that happens through search retargetting doubles response and acquisition rates. The key is to work with a big enough ad network to make it work. It is possible, especially in Canada, to over-target, resulting in very few hits. The other option is to work with a jelly cloud network, which relies on spyware to track users' web usage and create behaviour profiles. These also allow behavioural adserving across multiple portals, verticles and networks, taking advantage of search retargetting. You just have to have the stomach for relying on spyware. Still, better than dinner-time calls. Soooo glad to be out of the data-selling business!
Having said that, explicit-permission based calling is still allowed, so everyone should be careful to read those opt-in and opt-out statements on online forms; which you should anyways.
Probably the coolest form of online DR tactics is Search Retargeting. It works like this:
The URL you click on in to your Google search campaign goes to a page with nothing but a cookied pixel, then redirects you on to the right page. Later on, you’re surfing around and those ad networks are looking for that cookie, and if they find it, they’ll serve a banner specific to your previous search. According to studies presented at last week’s VROOM conference in Toronto, the pre-qualification that happens through search retargetting doubles response and acquisition rates. The key is to work with a big enough ad network to make it work. It is possible, especially in Canada, to over-target, resulting in very few hits.
The other option is to work with a jelly cloud network, which relies on spyware to track users’ web usage and create behaviour profiles. These also allow behavioural adserving across multiple portals, verticles and networks, taking advantage of search retargetting. You just have to have the stomach for relying on spyware.
Still, better than dinner-time calls.

]]>