Conversion Success StoriesReaching the Increasingly Elusive Online Consumer

1
Conversion Success StoriesReaching the
Increasingly Elusive Online Consumer

• Cheryl Kellond, SVP Advertising Business,
  ChoiceStream
• Geoff Atkinson, SVP Marketing, Overstock.com

2
A New Imperative in Tough Economic Times

• Decreasing number of purchase opportunities has
  big implications
• Traditional retail marketing vehicles search
  and newspapers are at their limits
• Display has all the right components Reach,
  frequency, expanding purchase options
• However, until now display has under-delivered
  its potential

3
Unlocking the Performance in Online Display Two
Distinct Components are Required

• Finding the Right Audience
• Retargeting is always a smart marketers winning
  bet
• Delivering the Right Message
• 11 messaging with the in-market relevance of
  search that creates an occasion to purchase
  like FSI or catalog

4
ChoiceStream RealRelevance Advertising

• Product
• Dynamically created display ad landing page
• Personalized products offers

5
Overstock Customer Success
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Overstock Used to Treat Every User the Same
Marcia Bought comforter last week Registered for
baby items Abandoned cart with coat
Fran Recently bought a coat Browses jewelry
lately Added shoes to wish list
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Personalization Changes Display Ad Experience
Marcia Bought comforter last week Registered for
baby items Abandoned cart with coat
Fran Recently bought a coat Browses jewelry
lately Added shoes to wish list
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Giving Shoppers Immediate Occasion to
Purchase
Fran Clicks on product in ad
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Improving the Metrics that Matter Most
Source Actual results based on A/B tests
comparing advertiser's best-performing display
ads against ChoiceStream ads with personalized
product recommendations.