“Re-targeting: Innovation in opportunities for targeted advertising” / gemiusWorkShop 03.03.2011, Riga, Latvia Presentation by Viktors Rožkalns, Project manager of digital advertising at “Omnicom Media Group” Contacts: workshop@gemius.lv

1. Internet advertising and the importance of targeting viktors.rozkalns@omnicommediagroup.lv twitter.com/vektorz

2. What is Web Marketing? (nothing new)Why targeting? (yes / no/ maybe)Without "interesting" statisticsMy feelings (subjective)

3. 4 parts of web advertising

4. In Latvia widely used 2 of 4

5. Display ads CLICK CLICK CLICK

6. Click here to subscribe now!

7. E-mail marketing

8. Retargeting offers to merge the best features of display ads and e-mail marketing

9. E-mail subscriber ~ cookie Newsletter ~ impression

10. But still to make a complete web campaing you will return to this:

12. Retargeting = a good part of a web campaing ≠ a core of a web campaing

13. Retargeting plan: Users from clients page Users from surveys How many cookies Which media and formats?

14. Case study for client X Campaign 45 days Retargeting starts after 15 Two products Two languages 3 different media Average CTR 8.70%

15. Each case is unique and there is no universal approach for all!