Retargeting firm AdRoll launches new product in bid to find new customers for marketers

Retargeting firm AdRoll has launched a new product designed to help marketers acquire new customers.

The announcement:

AdRoll, the global leader in retargeting, today announced AdRoll Prospecting, a new product that helps marketers acquire new customers. It works by allowing advertisers to pool their first-party customer data, thus creating a massive set of potential customers called the AdRoll IntentMap™.

The IntentMap is the largest pool of first-party data, with more than 1,000 advertisers already opted in. Companies participating in the AdRoll IntentMap range from SMBs to large enterprises, giving them access to a diverse set of more than a billion anonymous user profiles.

Once an advertiser has opted-in to participate in the AdRoll IntentMap, Prospecting goes to work by targeting net new users that have similar behavioural patterns to the business’ existing customers. When a person is in the market for one product, they are often a good candidate for other complementary products.

This combination of high-intent, first-party data and powerful predictive algorithms has shown strong performance results for initial customers. Advertisers using Prospecting saw on average a 10 percent increase in engagement from those users compared to organic traffic.

Karl Newlin, PPC marketing specialist at ZenPayroll said, “Our experience to date with AdRoll Prospecting has been great. We target small businesses and AdRoll has been able to deliver us high quality leads right from the start of our campaign. Not only is Prospecting exceeding our cost-per-acquisition (CPA) goal, but the new audiences generated by these campaigns see an 8X click-through-rate (CTR) on retargeting campaigns compared to other sources.

“The big benefit of Prospecting is the unique data set, which allowed us to easily reach our niche of potential customers in a way we couldn’t with other platforms.”

The launch of Prospecting transforms AdRoll into a full funnel performance advertising platform. “This launch represents a new chapter in AdRoll‘s mission of helping performance advertisers,” said Adam Berke, AdRoll president and CMO.

AdRoll Prospecting and the IntentMap represent a new way for marketers to leverage their valuable customer data, using it as a currency to gain access to high value audiences. When diversified first-party data is pooled at scale, our entire network benefits with better performance and incremental new customers.”

AdRoll Prospecting is in beta and available to select AdRoll customers. For more information and to apply, please visit adroll.com/product/prospecting.

Source: AdRoll press release


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