Dapper targets, retargets
ADOTAS — Dapper has launched a new feature that retargets audiences on other sites with live offers from marketers whose website they had visited or whose ads they had seen earlier.
Behavioral Remessaging enables advertisers to reach out to prior visitors to their sites with offers updated to reflect current market conditions such as changing prices or new product features or entirely new offers.
“Dapper’s Behavioral Remessaging is the ultimate online reminder,” Paul Knegten, the company’s head of marketing, said in a statement. “It not only reminds visitors that they had seen an earlier ad or offer of interest, but that the offer still stands or perhaps has gotten even more attractive. Since we can create a limitless number of ads from one creative, audiences could see the exact same ad on another site or a different offer from the same marketer — down to the exact product the visitor was looking at on the marketer’s website. We are confident that seeing ads that look familiar or build on earlier information will produce higher recall and response for advertisers.”
Dapper differs from other retargeting by enabling marketers greater flexibility with follow up offers. Ads are updated dynamically, much like ValueClick’s ActiveAds, based on what the user’s seen and how the deal has changed. Since ads are created dynamically without any client IT involvement drawing on any creative elements pulled from a marketer’s own Web site, from product inventory data, or any kind of informational database, a nearly limitless number creative units can be produced in an instant to have the most appeal to any particular individual.
Here is a link to an animated video that shows how it all works.
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