Retargeting - Marketing That Avigilon and Dropcam Does But Axis Misses

By: John Honovich, Published on Apr 22, 2014

This is the technique that two of the fastest growing companies in surveillance use, but most incumbents miss.

It offers incredible low cost plus high quality targeting that no other historical option has ever provided.

Indeed, IPVM has been using it as well to drive many new members and radically increasing our brand awareness to more than 10,000+ surveillance professionals for just hundreds of dollars.

Inside, our 11 minute video screencast and explanation will let help integrators, distributors and manufacturers, to take advantage of this immediately.

The technique is retargeting. And more than 80% of video surveillance manufacturers we surveyed are not using. Plus, many had never heard of it.

Retargeting 101

Retargeting shows advertisements to people who have visited your website on other websites. Equally importantly, you can custom tailor the ads to match what those visitors viewed on your page. For example, show ads about encoders on sites like NFL.com and BBC.com to visitors who looked at pages on one's site about encoders.

Here is what a few ads look like. First, IPVM on the NFL.com:

And here's Dropcam on the BBC.com:

Get Notified of Video Surveillance Breaking News
Get Notified of Video Surveillance Breaking News

And IPVM on the BBC.com:

Retargeting Explained

Please watch at least the first 3 minutes of this 11 minute explanation video to get a sense of how to use retargeting:

Oh, and there is a bonus at the end of the video above for those of you interested in advertising on Twitter and LinkedIn.

Everyone Should Do It

Anyone who sells anything in security or surveillance, even small integrators or independent consultants should use retargeting.

First of all, it is incredibly inexpensive. Let's say you only have 1,000 people come to your site each month. You can show an average of 20 ads to each person, totaling 20,000 impressions, for just $50 per month. $50 is equal to 1 hour or less of most professional's time so it's an expense that is hard to beat.

Secondly, you generate a lot more awareness. That keeps you top of mind to those people, without having to email them, write anything new, or have them come back to your site. Plus, you can offer them special promotions or news about what you are doing. For example, we have had at least a dozen people that we did not know mention our ads in correspondence with us. Certainly, there are 10x or more people with the same impact that we have not corresponded.

98% Less Expensive Than Trade Mags

In the past, seemingly the 'only' option was trade magazines that charged ~$5,000 for a 1 page ad with a circulation of ~30,000 copies. With retargeting, that same $5,000 delivers 2.5 million ad impressions (compared to 30,000 copies) and, even at a conservative/low 0.1% click through rate, 2,500 visitors to one's site. Plus, you can start in far smaller chunks and do it automatically online.

Limits - Getting Visitors In the First Place

The main limitation of retargeting is that one needs to have visitors to their website in the first place. It is great maximizing awareness from them but does not address people who do not know or never come to one's site.

However, Facebook (yes, Facebook, even for surveillance), LinkedIn and Twitter are attractive options for exposing one's offerings to new people. More on that in a later post.

Update 2018 - Downsides of Overdoing It

Over the last few years, retargeting has become more common but it has also exposed risks with it. Advertising that are aggressive with retargeting can leave their targets feeling stalked by dozens of ads per day following the target across numerous sites on the Internet. While that may be good for driving short term revenue, it could cause some people to be turned off, especially given increasing privacy concerns.

2 reports cite this report:

Dropcam's Massive Marketing Effort on Jun 30, 2014
The hidden key to Dropcam's success has been its incredible marketing. Being from Silicon Valley, the attention and focus has been on the...
Manufacturers, 12 Tips for Getting Covered on May 28, 2014
Here are our 12 top tips for manufacturers to get covered on IPVM and other publications, a recap of our live webinars held on May 22nd and May...
Comments (20) : PRO Members only. Login. or Join.

Related Reports on Marketing

Directory of 55 Video Surveillance Startups on Jun 25, 2019
This directory provides a list of video surveillance startups to help you see and research what companies are new or not yet broadly known. 2019...
IFSEC 2019 Show Report on Jun 19, 2019
The UK's largest trade show, IFSEC, is underway and IPVM has been examining what is new and happening at the show. Inside, we cover: Huawei...
ADT Eliminating Acquired Brands, Unifying Under 'Commercial' Brand on Jun 14, 2019
ADT is eliminating the brands of the many integrators it has acquired over the past few years, including Red Hawk, Aronson Security Group (ASG),...
Nortek and SDS Fight Over Failed Settlement on Jun 05, 2019
Distributor SDS said they reached a deal with Nortek but Nortek says no settlement was reached and the suit is still on. In this post, based on...
Verkada Favorability Results 2019 on May 29, 2019
Verkada has taken the industry by storm with the fastest growing video surveillance sales organization ever and a half billion dollar valuation....
Security / Privacy Journalist Sam Pfeifle Interview on May 24, 2019
Sam Pfeifle is best known as the outspoken former Editor of Security Systems News. After that, he was publications director at the International...
Dahua USA Celebrates 5 Years of Errors on May 22, 2019
Dahua USA is, in their own words, 'celebrating' 5 years in North America or as trade magazine SSN declared: Dahua Technology finds success in...
Amazon Ring Public Subsidy Program Aims To Dominate Residential Security on May 20, 2019
Amazon dominates market after market. Quitely, but increasingly, they are doing so in residential security, through a combination of significant...
Inside Look Into Scam Market Research on May 17, 2019
Scam market research has exploded over the last few years becoming the most commonly cited 'statistics' for most industries, despite there clearly...
Vivotek Talks About Taiwan, China, Bans, AI And Business Development on May 10, 2019
Vivotek, Taiwan's biggest manufacturer by revenue, did not have a booth at Taiwan's Secutech 2019 (which we are covering). However,...

Most Recent Industry Reports

Security Dealer 'Social Media Contractor' Program on Jun 25, 2019
A $20,000 video surveillance system can be yours for free if you are willing to post on social media about the security dealer. Good deal, bad...
Axis Live Privacy Shield Analytics Tested on Jun 25, 2019
Privacy is becoming a bigger factor in video surveillance, driven both by increased public awareness and by GDPR. Now, Axis has released Live...
Directory of 55 Video Surveillance Startups on Jun 25, 2019
This directory provides a list of video surveillance startups to help you see and research what companies are new or not yet broadly known. 2019...
Hikvision Colorvu Camera Tested on Jun 24, 2019
Hikvision says their new ColorVu line captures "vivid chromatic images in darkness", with unconventional white light illuminations whereas most...
China Subway Facial Recognition System Examined on Jun 24, 2019
A China city of 6+ million people has installed facial recognition-enabled gates in subways, allowing commuters to enter stations by simply showing...
HID Mobile Tested on Jun 21, 2019
HID Global is one of the largest access brands, but their mobile access has had challenges. Indeed, the company has already restructured their...
Genetec Beats Milestone For IHS #1 on Jun 21, 2019
For years, Milestone has touted that they are the #1 VMS. Now, Genetec has beaten them in IHS rankings. But what is this? Even other manufacturers...
Risk of Amazon Alexa Guard: No Battery Or Cell Backup on Jun 20, 2019
Amazon positions its Alexa Guard Service as a "smart home security system" and says it can help you "keep your home safe". However, the...
Exacq Remote Cloud Access Tested on Jun 20, 2019
Remote cloud access has been missing from most VMSes (including Exacq and Milestone). Now, Exacq, after releasing Cloud Drive Storage earlier in...
Briefcam Buys Frost Award* on Jun 20, 2019
Frost 'awards' are well-known and widely disrespected. Now Briefcam is touting their win. The way it has worked for many years is that Frost...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact