Selecting the right Partner

Not sure if anyone has noticed; but this is an exciting time in the world of online advertising! Display advertising is poised to grow by leaps and bounds through 2013 to a $1.9 billion industry (based on BIA/Kelsey study), more and more companies are entering the BT field, and it seems like each day new advances in the world of retargeting are announced.

With all of these advances and interest in retargeting, it has to be a tough feat to ensure that you have selected the right retargeting provider. Here are five tips to keep in mind as you evaluate the various solutions available:

1. Analytics

How detailed are their analytics? Are they simply emailing you reports, or are you able to look at your campaign performance at any time? How detailed are their analytics? Are they using those analytics to simply report or to optimize? You can't optimize what you can't measure.

2. Advanced Targeting Capabilities

Is the retargeting provider able to target prospects based on where they are located? Based on what products the consumers viewed while on your site? What about possible up-selling capabilities? Retargeting is a dynamic service so be wary of providers that offer 'simple' and one size fits all solutions.

3. Length of Agreement

Does your provider require you to enter into an agreement with more than a few days notice to cancel? How much flexibility does the partner allow you to have? Anything more than a 3 day 'out' should raise caution flags.

4. Strategic Planning

How much experience does the vendor have with retargeting? How do they tie that into your other online marketing efforts? Retargeting is not a one-off solution, but rather should have a detailed plan and strategy that fits with your overall marketing efforts online.

5. Dedication to privacy initiatives

Washington is currently debating what steps to take in the online BT privacy debate. There is a strong probability that choice and transparency will be the first two items addressed by the FTC. What is the provider doing to be prepared for the possible legislation that is coming down the pipe? How can you be assured you are with a partner that will do the right thing for you and your customers?

Retargeting is one of the highest performing types of online advertising. Just be sure you have done your due diligence before selecting the partner that is right for you!

Comments

[Paul Knegten]

Good analysis Chad -- though I'd pour more gasoline on that fire given that $1.9B isn't even close to what the projections I've been seeing are.

Did you see this JPMorgan study?

http://www.techcrunch.com/2010/01/04/jpmorgan-advertising-2010/

[Ann Betts]

Thanks Paul! And this Ann :) Chad's blog is at: www.bestlittleblog.com

I hadn't seen those numbers - Thanks for sending! You are right, $1.9 Billion is definitely a small projection..

[Barefoot Shoes]

wow .. mantab bro, memang kadang orang mudah berprasangka buruk, namun sahabat sejati tau apa yang harus dilakukan ketika seorang ada sahabat yang sedang mendapat masalah

[Canada Goose Jackets]

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