Nativo retargeting enables advertisers and publishers to re-engage with qualified audiences - users that engaged with an ad or visited brand website - with messaging to encourage further action with the brand. Retargeted creative can prompt engagement with more detailed, call-to-action-focused messaging and drives action/conversions, delivering strong performance against brand KPIs.
You can use retargeting in conjunction with upper- and mid-funnel tactics (with Native Video and Native Article respectively) to educate users on a brand and its offerings, build a highly qualified audience, and ultimately drive users to action in a full-funnel strategy.
Benefits of Custom Audiences
Boost overall campaign conversions by identifying and remarketing campaigns to qualified audiences.
Access first party audience segments in addition to third-party data segments available via data management platforms.
Increase overall revenue by unlocking more/higher budgets and commanding premium rates for first-party data.
Save substantially on data costs by utilIzing first-party data to improve campaign performance.
A retargeting strategy involves two main steps:
Building a custom audience.
Targeting that audience with an ad.
Build Your Custom Audience
There are many ways that you can build your custom audience, but two common approaches are:
Ad Engagers: Building an audience of people that have previously interacted with your ad.
Site Visitors: Building an audience of visitors to your site (advanced).
Custom Audience: Ad Viewers and Engagers
Capture content engagers that have previously interacted with your ad - for example, interacted with content on your content landing page or viewed your Native Video.
Follow the steps below to retarget your content engagers in the Budget editor.
Find the retargeting options for your budget:
Budget Editor > Trackingtab.Click “Create audience for retargeting” and select your audience options.
Select the user behavior you want to use to select your audience. You can choose people that engaged with your ad (defined as pageview for Native Article format, and clicks for Native Display format) or those just viewing the ad impression.
Select an existing audience or create a new audience. (you’ll use this when you build your retargeting campaign.)
The platform will automatically build your audience as your campaign runs.
Note: that it may take some time to accumulate a large enough audience for a successful retargeting campaign.
Custom Audience: Site Visitors (Advanced)
To build a custom audience of site visitors, you’ll need to place Nativo retargeting pixel code on your site. Where you place that code will depend on your scenario, but we recommend finding a global location, like your site header, to capture the broadest possible audience.
You can build more specific audiences by placing pixel code on important pages, like a shopping cart page or product page, but note that it may take longer to build a large enough audience list to scale your campaign.
To get started, you’ll need to first create a new retargeting pixel for your advertiser.
Click on the Advertisers tab, and select Edit on the intended Advertiser.
Click on the Pixels sub-tab. Under Create New Pixel, select Retargeting Pixel.
In the Pixel Name field, name your retargeting pixel, using a clear descriptor to easily identify results in reporting. We recommend creating unique retargeting pixels for unique audiences (ex: Native Article Engagers vs. Brand Site Visitors).
To view the pixel code, click View then Copy Clipboard.
📘How to Ensure Retargeting Pixel is Firing
The dot beneath the pixel name provides a quick activity indicator for your pixel. Red means it has never fired, yellow means it has fired prior to the last 24 hours, and green means the pixel has fired within the last 24 hours.
Using Your Custom Audiences
To retarget audiences built through Nativo retargeting pixels, navigate to the Targeting tab > Audience in the Budget Editor. Select the Retargeting Audience option in the Custom Audiences section to see your list of audiences.
Tactics: Retarget Audiences with Native Display
The most common tactic for retargeting audiences on the Nativo platform is Native Display, which drives qualified users directly to the Advertiser site to reengage.