Behavioral retargeted ads launched by Dapper

Retargeting is not a new concept, but many marketers are only now catching on to it. Why? Because studies show that offering consumers another reason - an ad or offer - to re-visit a website results in higher conversion rates. These consumers, who were interested enough to visit the first time are likely to become more engaged on a second visit according to this logic. The key is the right ad.

Dapper has twisted the retargeting message with their version of ads called Behavioral Remessaging ads. These ads give consumers new offers for websites previously visited or ads for company's whose ads have been seen in the past; the key is that the retargeted ads offer updated content which mirror up-to-the-minute changes in current market conditions - new 'deals of the day' type ads.

"[This] is the ultimate online reminder," said Paul Knegten, Dapper's Head of Marketing. "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."

The changes in the ads are pulled directly from a marketer's website or information database so that the offer is unique and holds the very latest information.

Tags: advertising, Dapper, retargeted advertising