Every consumer journey is unique. Speak to it.™

Display 2.0: The New Relevance.™

Accelerate the journey.

What is Display 2.0?

  • Advertisers reaching the exact right consumers at the exact right time and place, when they have reason to care.
  • Digging deep into consumer insights and the triggers that influence them.
  • Campaigns testing and delivering sequential messaging to follow the consumer along their journey.
  • Disparate teams working together in real-­time (brands, creative, media, technology, data platforms) so that results are transparent and optimizable.

Sears.com dynamic retargeting campaigns

In a challenging retail environment, Sears reached out to Billups Design to help drive revenue for sears.com, increase brand equity and save on production and trafficking costs using dynamic retargeted campaigns. To date Sears had not been able to get dynamic campaigns successfully working, so the stakes were high. Billups Design dug deep into consumer insights to design the right messages to each shopper and cart abandoner within the taxonomy of 17 categories and millions of products. It became clear that the best strategy was to break the campaign into phases:

Billups Design created lower funnel dynamic campaigns for all sears.com categories with consumer retargeting on products browsed, placed in cart and/or purchased. Each consumer is delivered specific product messaging, offers and imagery.

Design:

View the HTML ads

Billups Design created lower funnel dynamic campaigns for all sears.com categories with consumer retargeting on products browsed, placed in cart and/or purchased. Each consumer is delivered specific product messaging, offers and imagery.

Design:

The results are impressive:

Performed befer on all measures vs. control ads:

  • CPM, CPC, CTR, CPA, ROAS
  • Greatly reduced production and trafficking costs
  • Creative is flexible enough to be used indefinitely

Discover

Improve creative that taps into consumers' lifestyles and motivations at a category and product level (e.g. fashion forward apparel creative). Need to better keep consumers engaged throughout their journey so each touchpoint improves their brand experience and leads them to purchase and advocacy. Improve creative and site retargeting logic so messaging is sequential and relevancy is enhanced.

Design:

Success

With this more evolved dynamic ad formula, we expect:

  • Target audience motivated by sensory triggers,
  • Increasing brand message retention and interaction time
  • Improved targeting: timing (weekly and seasonal) and geography
  • Improved CTR due to sophisticated messaging system that delivers the right information at each stage of the journey