Check it out for yourself to learn how to get that Second Chance at getting a site visitor to purchase!
Check it out for yourself to learn how to get that Second Chance at getting a site visitor to purchase!
Posted by FetchBack on December 09, 2009 at 11:28 AM in The Industry is Talking! | Permalink | Comments (1) | TrackBack (0)
Carrie Hill wrote a great piece that today was published in ClickZ / Search Engine Watch!
Excerpt:
"Start a retargeting campaign to support your holiday sales. The right creative can increase conversion rates by targeting the visitors that have already been to your site. You can also lower acquisition costs because retargeting is much less expensive than PPC advertising, so "reacquiring" those lost visitors is much less expensive than another organic click -- and you can get them back without relying on a Google, Yahoo, or Bing search to do it."
She then goes on to say:
"I was on the FetchBack site and went to FoxNews.com and saw the Fetchback.com display ad. This is pretty amazing technology that won't break the bank for a short-term campaign in time for the holidays."
Check it out for yourself!: http://searchenginewatch.com/3635610
Posted by FetchBack on November 10, 2009 at 12:53 PM in The Industry is Talking! | Permalink | Comments (0) | TrackBack (0)
This was written in eVisibility's blog yesterday about Retargeting.
Here are a few other great comments written by Dan Redman:
"If you are driving targeted (site) visitors, you can gather that they have some sort of baseline product/service interest. They are selecting the messaging in your ad to click after searching for keywords relevant to your brand; they are allowing a page load and may even spend a few pages reviewing your site. Particularly through SEM; visitors can be grabbed late in the education cycle. Additionally, on any great eCommerce or lead generation day, a website may turn anywhere between 3%-5% of unique visitors into a conversion. Retargeting assumes that though only 3%-5% will convert at the time of their tracked visit, previously interested and educated visitors may later convert.
There is no doubt that retargeting is emerging as a new and effective way to advertise. What many people are starting to learn is that it is not just a strategy that simply runs in the shadows of other marketing techniques. Rather, it is a necessity for any would be successful online marketing initiative."
Great Thoughts! Thanks to Dan at eVisibility for mentioning FetchBack in this great post!
Posted by FetchBack on January 08, 2009 at 08:57 AM in The Industry is Talking! | Permalink | Comments (4) | TrackBack (0)
Marketbright, an on-demand marketing automation solution, interview our very own Quinn Regan about Fetchback Retargeting. Check out the interview on their blog.
Posted by FetchBack on January 05, 2009 at 02:16 PM in The Industry is Talking! | Permalink | Comments (1) | TrackBack (0)
Andrew Johnson from the Arizona Republic wrote a story about FetchBack! (click here to see the article online!)
Here is the full text:
by Andrew Johnson - Jan. 1, 2009 06:38 PM
The Arizona Republic
Awards International Inc. spends more than $5,000 on banner and pay-per-click advertising in some months to drive traffic to its e-commerce Web site.
The trophy and plaque company never knows who will see the ads or if viewers will turn into customers.
To get more bang for its marketing buck, the Niles, Ill.-based business started an online "retargeting" campaign.
Using technology developed by Tempe-based startup FetchBack Inc., Awards International's ads are aimed at people who have visited its site after they have moved to other Web sites. The technology also lets the company tailor the type of ads the visitor receives.
For instance, Awards International can target banner ads for medals at only visitors who looked at the medals section on its site, awardsco.com.
Awards International pays FetchBack only when a visitor who was retargeted returns to awardsco.com and places an order.
Demetri Koroyanis, e-commerce director for Awards International, said the company has seen a return of about $8 for every dollar it has spent with FetchBack.
FetchBack's patent-pending technology has helped it amass a growing client base that includes smaller e-commerce sites like awardsco .com, national retailers and ad agencies.
The company, which has been in operation for less than two years, also has garnered recognition from a local trade group and attracted venture capital.
FetchBack founder Chad Little calls retargeting one of the best-kept secrets of online marketing.
"I've been in the industry for a long time, and it's arguably as good, if not better, than paid search, and paid search is at the top of the heap," said Little, chief executive officer and "chief retriever."
FetchBack is Little's latest Internet venture.
In the late 1990s, the serial entrepreneur founded MyGeek.com, later called AdOn Network. The company specialized in "paid search," a major revenue source for search-engine giants Yahoo and Google. Paid search refers to when a Web-site publisher pays to have ads appear in certain spots in search-engine results.
Little sold the company to competitor Prime Visibility in late 2007.
Retargeting works in tandem with paid search, banner advertising and other forms of Web marketing.
The concept has existed for years, but experts say few companies focus solely on the practice as FetchBack does.
The theory behind retargeting is that people who have visited a company's site once before are easier to convert into customers because they have already expressed interest. Therefore, if they are presented with multiple ads for that company while surfing the Web, they'll likely return.
"With retargeting, you can basically assume that every person who reached your site . . . has at least a baseline interest in your product," said Dan Redman, media director for eVisibility.
The San Diego-area advertising agency uses FetchBack's retargeting services for several of its clients' online campaigns.
But "a lot of stars have to line up" for FetchBack to be able to retarget a Web-site visitor, Little said.
FetchBack also has relationships with online-advertising networks. Ad networks buy ad inventory from Web-site publishers and sell access to the inventory to other publishers that want to run ads on their sites.
FetchBack has relationships with 20 to 40 ad networks, Little said. The relationships are crucial; FetchBack cannot retarget a consumer unless the other sites he or she visits are part of those networks.
FetchBack's process occurs in several steps:
• A consumer visits a FetchBack client site, such as awardsco.com.
• FetchBack places a "cookie" on the visitor's computer. A cookie is a set of data that signifies a computer has visited a particular Web site.
• The visitor leaves awardsco.com and goes to another site.
• If the other site belongs to one of the ad networks with which FetchBack has a relationship, the site will recognize the cookie information that was sent.
• The network virtually notifies FetchBack, and FetchBack is able to retrieve an ad for awardsco .com and send it to the person's computer.
FetchBack cannot retarget a person who has set up its Internet to block Web sites from setting cookies.
FetchBack has about 100 clients, Little said.
One benefit of retargeting is it can give consumers the impression that a small company is large because its ads appear on multiple sites.
American International's customers have seen the company's ads on major sites such as FoxNews .com, Koroyanis said. He said the company would not be able to afford to buy ad space directly from such a large Web site.
For retargeting to work, a site needs to already have visitors. Retargeted ads are sent only to people who have visited a Web site.
"It's not a traffic-acquisition tool, it's a traffic-conversion tool," said Jason Baer, director of strategy for Tempe-based marketing agency Off Madison Ave and a minority investor in FetchBack.
Off Madison's online division, Mighty Interactive, has used FetchBack's service for clients including CSK Auto Inc., Arizona State University's W.P. Carey School of Business, DMB Associates Inc. and Fujitsu.
"It should be thought of as an add-on to a currently running campaign," said Mike Corak, director of Mighty Interactive.
Corak said a basic national-banner advertising campaign can cost as much as $50,000. Retargeting with FetchBack costs Mighty Interactive's clients about 5 percent to 10 percent above what they spend on other online marketing efforts, he said.
In November, FetchBack was a nominee for Innovator of the Year in the startup category at the Governor's Celebration of Innovation. The Arizona Technology Council organizes the event, which honors companies that have developed cutting-edge technology.
FetchBack opened in mid-2007 but did not begin selling to customers until later that year.
The company has been profitable since mid-2008, Little said. He declined to provide specific sales or income figures but said annual revenue for 2008 would be under $5 million.
"We have aggressive plans to be growing from 100 to 200 percent each year," Little said.
In late 2007, the company received about $1 million in financing from Metamorphic Ventures, a New York City-based venture-capital firm, and other investors.
The company has 18 employees, including four managers, about nine salespeople and a handful of engineers.
Posted by FetchBack on January 05, 2009 at 08:03 AM in The Industry is Talking! | Permalink | Comments (16) | TrackBack (0)
LotameLearnings.com featured Chad's iMedia article insights in their blog!
Check it out here: http://budurl.com/pach
Posted by FetchBack on October 24, 2008 at 02:13 PM in The Industry is Talking! | Permalink | Comments (3) | TrackBack (0)
Yeah Boi!
FetchBack is one of three finalists for the Governer's Celebration of Innovation (GCOI) award for Start-up Innovator of the year!
Click here to read more about it.
We're quite excited and looking forward to the awards ceremony on November 13th!
Posted by FetchBack on October 03, 2008 at 11:04 AM in The Industry is Talking! | Permalink | Comments (0) | TrackBack (0)
By Elyse Tager, The ClickZ Network, Jun 11, 2008
Columns | Contact Elyse | Subscribe to Newsletters | RSS Feeds
In the science fiction movie, "Minority Report," Tom Cruise plays a police officer forced to flee after he's falsely accused of a murder he has yet to commit. At one point in the movie, Cruise's character walks through a mall and is personally greeted by electronic billboards and displays ads, like a Gap ad commenting about the shirts he last bought. Let's see how behavioral targeting evolves from the seeds planted in the present to the not-so-distant future.
To provide more insight into this topic, I caught up with Chad Little, chief retriever for FetchBack, a company that's developed innovative technology aimed at "retargeting" advertising and marketing toward consumers.
Elyse Tager: Explain in more detail about your patent-technology and how it can evolve behavioral targeting for the future.
Chad Little: FetchBack has developed technology from the ground up by industry veterans who had developed several other ad-serving solutions over the years. The idea was to combine our knowledge of the industry, having developed several other ad-serving solutions, and develop the ideal technology solution for delivering retargeted ads. It's our vision that retargeting will become a line-item budget for marketers. Advertisers will need the most robust solution available to meet their CPA [define] objectives and at the same time allow the mom-and-pop shop to have access to this type of advertising.
The portion of the technology that will be most beneficial to marketing professionals is the comprehensive ROI [define] reports that can be generated. It allows them to track where every advertising penny is being spent over a given time period.
The heart of our technology is to simplify the process of implementation so that everyone can use it and at the same time provide more conversions for any given advertiser better than any other product on the market, provide the most comprehensive analytics specific to retargeting, and deliver the most conversions by delivering substantially more reach than any competitive network.
Other than paid search and affiliate marketing, this is the only form of advertising that can work for any advertiser, regardless of size. We believe our technology and vision substantially evolves the behavioral advertising marketplace, as other forms of [behavioral targeting] will not work for everyone. Essentially, this is a way to democratize behavioral retargeting and level the playing field.
ET: How can e-tail sites that fail their customers with their recommendation functions refine them to better address what their customers want?
CL: Well, this is not exactly where our expertise lies. Ultimately, though, it boils down to data and learning how to interpret that data. Categorized [behavioral targeting], retargeting, and recommendation engines are all trying to give users more relevant information that can ultimately enhance their experience online.
Criteo is a company doing interesting things in the space. As they refine their algorithms and expand the breadth of factors included in those algorithms, recommendation engines will become more accurate in predicting what actually is relevant to a customer. The more experience a company has, the more data they have and the more accurate they can be in their predictions.
A lot of things go on beyond the click, but who knows whether or not the companies developing these engines are looking there. No doubt they are getting more and more intelligent, though.
Watch for companies taking relevant recommendations outside their Web site. It rained in Phoenix a couple weeks ago, and that day a friend of mine got an e-mail from Amazon about a new pair of windshield wipers. I told him he was a fool if he thought that was mere coincidence.
ET: What is the current status of behavioral targeting technology and its uses from an e-tail perspective, and how far can we take targeting in the next generation?
CL: Behavioral targeting can be put into two segments: categorized behavioral and retargeting. We believe that retargeting is significant enough to have its own focus outside of categorized behavioral targeting. We believe strongly that most e-tailers can double the effectiveness of their current ad spends by retargeting alone, with plenty of room to grow.
The only thing hindering this idea from skyrocketing is privacy concerns. We collect absolutely no personally identifiable data, but the subject is very much in the forefront of the media at the moment. If this topic can be overcome and communicated, then we really are just looking at the very beginning of the possibilities associated with [behavioral targeting].
Future growth will come from a deeper understanding of what each individual consumer is interested in on your site, something provided by current [behavioral targeting] companies. And a greater understanding of how they landed on your site will help to better target individuals based on every single action taken to get to your site.
We're seeing that retargeted impressions are having a big effect on client traffic. This data goes far beyond the click though. We've started looking at really granule data with regards to view-based conversions. Banner ads have had a bad rap in the past, but look for targeted banners to become a more valuable part of a marketing plan, as the information we're seeing starts to surface. It's literally industry-changing.
Another factor in the future success of [behavioral targeting] is the creative content that your consumers will see. So much of online advertising's focus has shifted to paid search; rich in text, lacking in creativity. To date, display advertising has been relegated to the few. Retargeting hopes to reintroduce the importance of creative online advertising to marketers who have grown very accustomed to the simplicity and ease of paid search. What becomes effective with retargeting is the ability to dynamically select ads based on the actions a visitor has taken on the Web site. It's already a challenge for companies to get quality online creative. As interest increases in targeted banner advertising, the problem is only going to become more prevalent.
Better analytics will be needed to monitor performance that goes well beyond clicks to paint a much more accurate picture of the effect on the consumer; and these analytics need to be proactive!
ET: Do you expect the type of retargeting that you do can translate well into the offline world, like being reminded of shirts you bought at the Gap?
CL: We can see the beginnings of this happening with the Amazon e-mail campaign in the example I gave earlier. Retargeting and [behavioral targeting] will expand first to every other form of online advertising. And as the Internet becomes the delivery mechanism for other media, the line between online and offline will blur.
The key to making something like this work offline is the ability to deliver messages that are timely and dynamic. The commercial printing industry has been trying to make direct mail campaigns more relevant for a while now. I could easily see an intelligent e-tailer taking the customer data they gather on the Web and integrating that into not only retargeting and e-mail campaigns but a variable-data direct mail piece as well.
Based on what we can see from our data, we see an increase in total conversion rates for our advertisers that are coming especially from those who were simply exposed to the ad. There's no question that retargeted ads influence purchasing behavior. Even if it's on a subconscious level, it would just be a matter of tying together the offline and online worlds that would be the tricky part.
Posted by FetchBack on June 24, 2008 at 08:46 AM in The Industry is Talking! | Permalink | Comments (0) | TrackBack (0)
Through retargeting, Hobby-Lobby wins back visitors who abandon its site
Hobby-Lobby International Inc., a multi-channel retailer of radio-controlled model airplanes, is boosting sales among visitors who abandon its web site by retargeting them on subsequent sites they visit with ads based on their click activity on Hobby-Lobby.com, CEO Jay Graves tells InternetRetailer.com.
“Retargeting gives us a chance to put ad impressions before people who already know who we are,” Graves says. A test of the retargeting ad program, which is based on a behavioral targeting advertising system from FetchBack Inc., showed a 20% increase in sales among consumers who were included in the retargeting ad program compared to control group that did not receive the ads, Graves says.
“It’s a nice lift,” he adds. “We can justify the return on investment.”
Brentwood, TN-based Hobby-Lobby (no relation to an Oklahoma City arts and crafts retailer named Hobby Lobby) went live with the FetchBack system before the 2007 holiday shopping season and has found it to be more effective than other forms of marketing, Graves says. Because Hobby-Lobby serves an extremely narrow niche of consumers—mostly male senior citizens with an interest in purchasing radio-controlled model airplanes and helicopters—other types of advertising, including mass market banner ads, have produced poor results. “Blanket ads don’t work for us,” he says.
But the retargeting ads are proving an effective tool that complements other targeted marketing programs, including paid search and banner ads placed on content sites like RCGroups.com that attract its targeted customer base, Graves adds.
FetchBack, based in Phoenix, maintains a network of informational web sites on which it places banner ads. Software cookies placed on Hobby-Lobby.com enable FetchBack’s network ad servers to recognize when a visitor to one of its content sites has already clicked on products on Hobby-Lobby.com, then serve up pertinent Hobby-Lobby ads while the visitor is still on the networked content site.
Fetchback serves up ads on hundreds of thousands of sites, including social networking sites like MySpace and news content sites like ESPN.com, but it doesn’t serve ads on retailer sites that would compete with its clients, a spokeswoman says. She adds that FetchBack clients cannot control the content sites on which their ads will appear.
FetchBack, which was launched in February 2007, operates with financial backing from Gersh Venture Partners. Additional private investors include Geoff Judge, co-founder 24/7 Media, who sits on the FetchBack board of directors, and veteran e-business investors Erik Matlick, Stephan Paternot, Bob Ellis and Jeff Stewart.
*****
FetchBack is the only company that specializes in retargeting and has developed a patent-pending technology that eases implementation, increases reach and improves results. Retargeting is one of the most effective forms of advertising, and it just got better. For marketing or press information please contact Kim Stearns at 480.289.5584 or Kim@FetchBack.com
Posted by FetchBack on February 12, 2008 at 11:14 AM in The Industry is Talking! | Permalink | Comments (2) | TrackBack (0)
January 4, 2008, Phoenix, AZ – FetchBack Inc., an innovative online advertising company specializing in a form of behavioral targeting called retargeting, secured Series A funding from Gersh Venture Partners (GVP) as well as other private investors. GVP is a venture capital fund that invests in start-up and early-stage businesses exclusively in the financial technology and online media sectors. Other investors include Geoff Judge, who co-founded 24/7 Media (TFSM, sold to WPP) and now sits on the FetchBack Board of Directors. Erik Matlick also joins the Board and founded another GVP portfolio company, Industry Brains sold to Marchex (MCHX). Mr. Matlick brings over 10 years of media and e-business experience to the group. Joining the investor group is Stephan Paternot, who founded theglobe.com with a record setting IPO of $1 billion dollars; Bob Ellis, an investor and original board member of xoom.com (XMCM) that completed an IPO in 1999 and later merged with NBC’s Internet properties; and Jeff Stewart, founder of Mimeo.com and Square Earth which merged with Proxicom, eventually becoming a 1,000 person, publicly traded “e-consulting” firm. Business 2.0 and CNNmoney.com both listed FetchBack on their “What’s Next” list of top 10 products, ideas and trends. FetchBack’s CEO and Chief Retriever was also featured in TechConnect Magazine as an “inventive start-up wizard with a relentless appetite for new challenges.” FetchBack offers advertisers a way to turn online browsers into buyers by serving them targeting banner ads after they have abandoned an advertiser website. With an average of 98% of website visitors leaving without purchasing, FetchBack can provide a unique ROI solution to pair with ongoing search and banner display campaigns. With companies working hard and spending big dollars to drive prospects to their website, it only makes sense to stay in front of them after they leave. With an experienced board of directors, strong management team and the newly completed Series A funding, FetchBack Inc. is set to change online advertising bringing the new frontier of behavioral retargeting to advertisers worldwide.
### FetchBack is the only company that specializes in retargeting and has developed a patent-pending technology that eases implementation, increases reach and improves results. Retargeting with FetchBack is one of the most effective forms of advertising, and it just got better. For marketing or press information please contact Kim Stearns at 480.289.5584 or Kim@fetchback.com.
Posted by FetchBack on January 04, 2008 at 04:36 PM in The Industry is Talking! | Permalink | Comments (0) | TrackBack (0)