excerpt from “Boomerang for Advertisers and Agencies‖“You are in a continual search for that desirable, yet elusive audience: the interested consumer. Boomerang, DoubleClick’s one-to-one targeting solution, empowers you to identify and re-target across your media buy customized segments of prospects and customers based on actions they’ve taken on your site and other marketing messages they’ve received. The result is a dramatic increase in customer acquisition, conversion, and retention metrics.
“Leverage the Power of Behavioral Targeting
Behavioral targeting is the most effective form of targeting available. It allows you to re-target to the most desirable audience of all: browsers who have already shown an interest in your product or service. With Boomerang, you can now engage that audience in a dialogue, providing timely and relevant messages triggered by their online actions. Boomerang delivers true behavior-driven advertising, so you can reach pre-qualified prospects and customers quickly and easily…
Use Boomerang to Get Better Results
Smart marketers have used Boomerang to:
• Re-target customers who have already browsed their site to bring them back
• Re-target site visitors that have “dropped off†of the purchase process with a related message to drive them back to the site
• Upsell and cross-sell customers that have already purchased core products
• Reach customers who have not visited or purchased recently to reactivate them
• Show specific advertising messages based on expressed interests, such as delivering an ad for a new car model to a browser that downloaded a brochure on last year’s model
• Test different offers and price points to determine the most effective for converting browsers into buyers”
product overview available via here:[pdf to download]
