Successful retargeting platform AdRoll — currently used by more than 4,000 brands — received $15 million in new funding this week, which the company plans to use for expansion in the U.S. and overseas. AdRoll also plans a bigger push in events and entertainment.
According to the AdRoll site: “Generally 2 percent of shoppers convert on the first visit to an online store. Retargeting brings back the other 98 percent. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online.”
The platform works by placing a “JavaScript tag in the footer of your website. This code creates a list of people that visit your site by placing anonymous retargeting ‘cookies’ in their browser. This list allows AdRoll (or other retargeting vendors) to display retargeting ads to your potential customers as they visit other sites.”
Aaron Bell, the company’s CEO, explains that while the industry has emphasized retail, he sees opportunities for movies, gaming, sporting events and business-to-business marketing.
“In entertainment, he said, gaming companies are leading the pack by targeting ads for new titles to people who have purchased other games,” reports GigaOM. “But he said he expects activity to pick up among other traditional entertainment verticals, like movie studios.”
“If a person watches a trailer of movie at one point in time, the studio could target them again later when the movie has hit the theaters to prompt them to buy tickets,” adds the post.
ETCentric staffer Phil Lelyveld notes that this company’s business echoes one piece of the ETC’s Hyper-Personalized Entertainment Offer project plan (formerly Big Data/Metadata).
Successful retargeting platform AdRoll — currently used by more than 4,000 brands — received $15 million in new funding this week, which the company plans to use for expansion in the U.S. and overseas. AdRoll also plans a bigger push in events and entertainment.
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