Tyroo renews focus on retargeting; eyes global expansion

The company's retargeting business has influenced Gross Merchandise Value (GMV) of nearly $US 100 mn for its clients in 2014-15 and driven re-engagement with over 90 mn unique users

BestMediaInfo Bureau | Delhi | November 24, 2015

Tyroo Technologies, a part of SVG Media, has announced its renewed focus to strengthen its retargeting business in India and regional markets like Japan, South-east Asia and Middle-east. Tyroo also aims to expand its retargeting business to other international markets like Europe. The company today said that its retargeting business has influenced Gross Merchandise Value (GMV) of nearly $US 100 million for its clients in 2014-15; and has been driving re-engagement with over 90 million unique users during the same period.

Tyroo is an industry leader in mobile-focused performance marketing and its mobile-focused retargeting business helps advertisers re-engage their visitors on mobile apps and mobile web. The company is working with several clients in the e-commerce space across various countries, including one of the largest e-commerce companies in Japan and largest fashion commerce company in South-East Asia; It also has a strong clientele in India and Middle- east.

Tyroo has devised a two-pronged strategy to grow its retargeting business – generate more business and relationship value by influencing higher GMVs with existing clients and win new clients in countries of current operations and newer markets like Europe.

Siddharth Puri, CEO, Tyroo Technologies, said, “Our retargeting business performance over the last few quarters has encouraged us to double our efforts in expanding our reach and taking a greater share of the market. We have invested a lot in building a consumer-friendly retargeting platform and growing our reach globally and are able to offer advertisers an unbeatable proposition in growing their sales through retargeting.”

Retargeting is a critical marketing tool for performance marketers as it is used to capture consumer's attention at any stage of the consumer purchase funnel.  Globally, e-commerce companies are estimated to generate over $1.7 trillion<1> GMV through marketing activities including retargeting.

Tyroo's retargeting solutions are mobile-first and are a direct result of the company's focus on building mobile publishers and integrations across mobile supply ecosystem. The solution also promises higher cart value as a USP, as Tyroo's retargeting algorithm segregates user segments based on cart values and other inputs, which allow dynamically controlling the Cost of Acquisition (CoA) of a user, based upon its lifetime value for the brand. The ads served through Tyroo's retargeting solution are highly personalized with high capacity to create unique offers specific to each user or segment.

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