Dynamic Banner Retargeting

Banner Retargeting - Enterprise level retargeting

Banner retargeting can be done by simply following the prospect around on the web. This is already very impressive and ingenious technology. It's an ingenious use of marketing. When you want to take it to the next level banner retargeting (Banner following) can become "dynamic".

By "dynamic banner retargeting is meant:  the ad not only follows your prospect, it also shows him exactly what he was looking at.

Eg.: prospect was looking at booking a flight to Paris at $750 but then halfway through his purchase abandons the shopping cart. A dynamic banner will show him that exact flight and price when he surfs to e.g. Facebook, Linkedin, his Hotmail account, etc.

This sort of banner retargeting requires quite a lot more setting up. Hence most retargeting companies/ networks are only interested if you have reached the $20,000 + per month bracket. Anything less than that probably isn't viable.

Or maybe dynamic banner retargeting is just too lucrative a business ;)

Google AdWords offers a basic form of this, which they call Remarketing. The principle is the same: visitors arrives on your site, you tag him, "wherever" he lands throughout the web he will see your ad. "Wherever", in this case, means: anywhere on the Google content network. However there is no showing the visitor exactly what he was looking at - you can't get that granular. But you can get pretty close though. With a well worked out banner campaign, clearly defined target groups and sufficient volume (at least 500 people tagged) you can do some pretty cool things.

Dynamic banner retargeting on the other hand is for the really hard core.
It can become almost Orwellian in it's omnisciense. Check out this post on how parents started calling up the company doing the dynamic banner retargeting because it frightened their children.

This is an example of basically going too far. You can start using to much data collected from a user and shoving it in his face he will get the heeby jeebies.
This is an example NOT to show to prospects that have mereley shown an interest in retargeting - you might need to enlighten them a little more before showing this video.
 

The cost of dynamic banner retargeting is considerably more than teh Googel AdWords remarketing system. It takes special software and databases. It also has legal implications over privacy  issues. So it's not done by your lonely self one night at the pc.

It takes a team of Marketers and web-developers to carefully plan and execute a successful retargeting campaign using Dynamic banners.

Done well, the results can be astounding.

To your increased Sales!