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18.09.2012
WHITEPAPER
RETARGETING
OVERVIEW
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01 Retargeting solution with HEIAS

Platform
02 Retargeting overview and platform capabilities
03 Retargeting examples
04 The process of retargeting
05 Contact
01
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RETARGETING SOLUTION WITH
HEIAS

PLATFORM
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ADNOLOGIES GmbH was created in 2006 with a clear focus on developing
innovative marketing software technologies. The founding product: HEIAS
was built in Germany and had a high success rate in terms of client usage as
it delivered a high return on investment.
Product development is based on the management teams vision as well as
considerable input from customers in order to ensure that the platform is cont-
inually relevant and differentiated.
We value our independence, and our reputation in the market is founded
upon a high quality service and respect for our clients data, which is very well
protected.
One particular capability that has contributed to the companys growth is our
retargeting product. This whitepaper provides detailed information regarding
techniques for success, including how to improve conversion rates.
ABOUT ADNOLOGIES GMBH
RETARGETING SOLUTION WITH
HEIAS

PLATFORM
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02
RETARGETING OVERVIEW AND
PLATFORM CAPABILITIES
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Retargeting is the tracking of an anonymous consumer when they browse a
product but dont make a purchase. They are then recognized elsewhere on
the web by the HEIAS technology which is then able to serve the user a
highly individualized ad with very relevant content, including the exact product
that was previously looked at.
Additional data can be used to focus targeting further including demographics
and lifestyle information in order to make relevant product recommendations.
This technique has been well proven to be highly successful at encouraging
consumers to return to a site and to purchase.
RETARGETING DEFINITION
RETARGETING OVERVIEW AND
PLATFORM CAPABILITIES
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Our product enables very sophisticated targeting techniques to be used, all of
which can be adapted to differing businesses requirements.
Ads can be shown at a product level, which are based on the item that a
consumer has recently browsed, however its also possible to make other
very specifc product recommendations based on predicted user preferences.
In each instance an ad is dynamically created in order to be highly relevant
and engaging.
Furthermore discounts can be offered to non-customers in order to encourage
them to make an initial purchase. In fact the opportunity to segment consu-
mers into various different behavioral and purchasing based groups is virtual-
ly limitless. This makes for very effective retargeting.
TYPES OF RETARGETING
TYPES OF RETARGETING AND
OPTIMIZATION ALGORITHM
ALGORITHM BASED OPTIMIZATIONS FOR
EFFICIENCY
Our platform operates with a recommendation engine which is algorithm ba-
sed. This has been very successful at making suggestions to consumers re
which products to buy eg once a person buys a product, they can be shown
complimentary items, or a person who hasnt bought can be shown a range
of highly targeted items based on behaviors, interests and other anonymous
data.
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03
RETARGETING EXAMPLES
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TWO EXAMPLES
RETARGETING ILLUSTRATED
The user visits
www.dress-for-less.com
and is interested into a suit
but leaves the website
without purchasing it.
Later on the user visits a publisher
and is retargeted by www.dress-for-
less.com advertising
The ads include products which
have been specifcally chosen based
on that persons individual behavior
on the www.dress-for-less.com site.
Products that have previously
been browsed are shown, or
complementary items eg a tie that
goes with the suit.
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EXAMPLES:
RETARGETING ILLUSTRATED
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There are several essential reasons to deploy retargeting campaigns:
Display the most relevant products thereby giving a great consumer
experience
Maximize marketing effciency, with little or no wastage
Increase understanding of consumer purchasing behaviors
Increase conversion rates and ROI
REASONS FOR RETARGETING
REASONS FOR RETARGETING AND
PRICING MODEL
Precise pricing will be provided on request (our contact details are at the end
of this document). The model is mainly pay as you go in order that the tech-
nology solution that we provide is accessible and scalable to our clients.
PRICING FOR THE RETARGETING MODULE
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CVR-COMPARED BETWEEN CAMPAIGNS WITH AND WI-
THOUT RETARGETING
INCREASE THE CVR AND CTR OF
MARKETING CAMPAIGNS
The above fgures show the very positive effect retargeting has on conversion
rates (CVR). A clear driver is the fact that the consumer is specifcally tar-
geted with the most relevant products within a very short timeframe ie when
they are within a likely period to purchase
CTR-COMPARED BETWEEN CAMPAIGNS WITH AND WI-
THOUT RETARGETING
The same principle applies to click rates (CTR), again as a result of the high
degree of relevance delivered by retargeting programs.
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
7,00%
8,00%
campaign without RT
campaign with RT
0,00%
0,10%
0,20%
0,30%
0,40%
0,50%
campaign without RT
campaign with RT
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04
THE PROCESS OF RETARGETING
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ILLUSTRATION: THE PROCESS OF RETARGETING
THE PROCESS OF RETARGETING
User visits your
website/webshop
Information is stored
according to required
privacy legislation
User leaves website/
webshop without
generating a Lead/Sale
User visits another
website and is identifed,
getting individually
automatic generated
banners with content
matching their profle
information
User follows the
personalized
advertisement
directly back to the
website/webshop
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05
CONTACT
18.09.2012
THANK YOU.
YOU CAN CONTACT US HERE.
ADNOLOGIES GmbH
Neuer Wall 34
D-20354 Hamburg
Telefon +49 (0) 40 209 311 310
Telefax +49 (0) 40 209 311 390
E-Mail info[at]adnologies.com
ADNOLOGIES Ltd
93 Great Titchfeld Street
London W1W 6RP
Telephone +44 (0) 20 35 14 39 35
E-Mail info[at]adnologies.com
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