In this campaign, a phone manufacturer -- let’s call it Super Cell Phones -- has purchased a "cell phone user" audience. As our consumer is surfing across several sites that are part of a BT network, she sees an ad for the phone manufacturer.

She clicks on the ad, which takes her to the manufacturer’s website where she looks at a wide range of phones-- from inexpensive to top-of-the-line. She decides to put an older, low-end phone into her checkout cart. However, she exits the site without purchasing the unit.

The manufacturer must act to move the consumer closer to the purchase decision, but should not assume that the low-end phone is the only choice because the consumer spent time with several models. While moving the consumer from a low-end phone to the latest and greatest might be a stretch, at this point an incremental move is possible.

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