Tyroo, an online advertising network owned both by the Smile Interactive group and Yahoo India, has launched a dynamic retargeting service for Indian advertisers. The service will enable advertisers to identify drop off visitors, study their online behavior and usage pattern, and target them even when they leave the web site by generating customized, dynamic banner messages for each one of them. The company is specifically targeting e-commerce companies and other advertisers that sell catalogs of products. Tyroo claims that with the use of this service ROI on advertisements will increase significantly.
How Retargeting Works
Drop-off visitors are users who visit the advertiser’s site, or a site which sells the advertiser’s products or just a site where the advertiser has advertised, but don’t take any action, and move to another site. For example, if a user visits an e-commerce site and searches for a particular mobile handset,but doesn’t make a purchase and switches to another site, the retargeting service will instantly generate banner ads, enabling the company to place them on sites which the user visits. It might even list the the product on top when a user searches for a mobile phone on a search engine and display a different landing page for the user to feature that product.
Another online advertising company, Vizuri Interactive also offers behavioral retargeting solutions for advertisers. It had recently raised an undisclosed amount of funding from Ojas Ventures and Inventus Capital Partners.
Although, dynamic retargeting is an effective strategy to attract and retain users but going on an overkill, might end up hurting companies and their brands, since people might find it irritating, and equate it to online stalking.
Also, do read what Alan Pearlstein, CEO of retargeting company Cross Pixel Media, has to say about personalized retargeting gone wrong.