September 30, 2008, 12:00 AM

Skechers hits its stride with online display ad campaign

The shoe manufacturer and retailer wanted to increase return on ad spending. It used behavioral ad targeting to focus on shoppers who visited the site but did not buy, and increased return on ad spend by 827%.

Behavioral ad targeting is on the rise, research firms and ad networks report. It’s a way of presenting an online ad to Internet users most likely to be interested in it.

Shoe manufacturer and retailer Skechers USA Inc. recently was seeking to increase its return on ad spending for online display ads. So the retailer opted to use behavioral targeting from targeting firm and ad network Revenue Science and realized an 827% jump in return on ad spend, it reports.

Skechers targeted customers who visited Skechers.com and searched its shoe selection but did not make a purchase. Using behavioral targeting, the retailer identified qualified prospects on its site, gauged their interest and intent, and grouped them into segments. After visitors left the site, the retailer had targeted ads for relevant shoes and clothing delivered to these consumers on sites the consumers visited within the Revenue Science Targeting Marketplace ad network, composed of web sites representing more than 120 million unique visitors per month.

The strategy proved very successful, says Laura Christine, vice president of direct marketing and e-commerce. “We increased our return on ad spend,” Christine says, “and shifted a larger percentage of media to targeted advertising.”

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