Global Retail Brand
Dynamic+ An Alli Custom Solution
Most site visitors do not convert immediately. Thus, the most cost-effective option for recapture is to retarget them with dynamic banners — for example, by featuring products the users added to their cart for example. However, most dynamic retargeting banners leave much to be desired because they don’t offer flexibility when it comes to design and typically the images featured are based on limited data. PMG developed a custom Alli solution called Dynamic+ to allow advertisers greater control over their dynamic banners.
Services
60%
Higher conversion rates
3x
Growth in transactions
46%
Increased ROI up to
Challenge
Most retargeting solutions in market feature only the last products viewed in banner creative. As a result, it’s often difficult (if not impossible) to incorporate additional or other products related to those previously viewed into the ad. That is a big missed opportunity considering related products typically have greater resonance with audiences, leading to greater conversions. Too often, the retargeted consumer ends up seeing an ad that is too transactional and indistinguishable from other banners they see around the Web.
Strategy & Approach
PMG’s strategy for Dynamic+ centered on two key areas: maximize creative flexibility by delivering dynamic wireframes and taking things to the next level when it comes to incorporating feed data. This went beyond simply ensuring that the items in the feed were as comprehensive as possible, but all the way to allowing for controls around sourcing, refresh frequency, rules that determine what products to feature, and design manipulation of banner ad elements, among others.
Our team took data directly from clients’ site analytics to determine what related products should be relative to the product matched on, whether that was the last product viewed or abandoned in a cart. We aggregated this data daily, and via Alli, used the same feed that we cleaned up and pushed to partners like Facebook, Google, and others for implementation, allowing for consistent data across all digital mediums.
Additionally, PMG configured the feed to control multiple variables within the dynamic banner unit itself. The level of modularity through the feed was so high that it even had control over what color the CTA should be and what logo would appear on the banner. Because all of these controls were located directly in the feed, PMG’s account teams were able to go directly into Alli and update the variables in the feed without having to modify HTML files.
PMG also went beyond retargeting platforms’ pre-designed templates by implanting our own proprietary code directly into the banners, which allowed us to manipulate all feed variables. Doing so gave us significant flexibility, and our advertisers a massive advantage over competitors who were limited in their design options.
Results
PMG implemented Dynamic+ for several clients, to resounding success. For a global retail brand, the increased customization of their retargeting banners, which PMG designed and developed, led to 60% higher conversion rates. The brand benefited from improved efficiency, as it led to 3X growth in transactions, a 20% decrease in CPM, and 46% greater ROI.
For another global retail brand, PMG’s prospecting test drove a 15% increase in conversion rate when comparing Alli-driven creative vs. standard creative. In fact, with some audiences, we saw up to 27% lift. Another PMG client, focused on home furnishings, saw ROI improve by 29%. The dynamic banners developed through PMG’s technology made up 38% of total demand, with total conversions numbering in the five figures coming in only three months, at triple-figure AOV levels.
