NEON Use Cases
NEON’s power lies in its ability to deliver precise, authenticated targeting for two critical customer segments: dormant (Test) customers requiring reacquisition and semi-active (Rest) customers needing retargeting. In both scenarios, brands know exactly whom they want to reach—they just need a more efficient, cost-effective channel than traditional adtech platforms.
Reacquisition (Test Customers)
Consider a once-loyal customer who hasn’t engaged with a brand for 90+ days. Traditional email marketing faces a dilemma:
- Continue sending emails, risking domain reputation due to non-opens
- Stop sending and lose the connection entirely
- Resort to expensive adtech platforms that treat them as new acquisitions
NEON offers a superior alternative:
- Target these customers through ActionAds in emails they actively engage with (e.g. brands where they are Best customers)
- Leverage trusted channels from non-competing brands
- Maintain connection without damaging sender reputation
- Achieve lower costs than traditional adtech
- Create new revenue streams for publishing brands
- Enable real-time identity matching in a privacy-compliant way
Example: A fashion brand uses NEON to target dormant customers through ActionAds in emails from a trusted travel brand. The ad offers a personalised discount on travel-friendly clothing, re-engaging the customer without damaging the fashion brand’s email reputation.
Retargeting (Rest Customers)
For semi-active customers who’ve grown unresponsive to direct communications, NEON provides an alternative pathway for re-engagement:
- Reach cart abandoners through fresh channels
- Prompt subscription renewals via trusted partners
- Deliver special offers through engaging emails
- Enable one-click transactions using stored information
- Create seamless purchasing experiences
Example: A subscription-based service uses NEON to reach semi-active customers through a partner brand’s email, offering a limited-time discount to renew their subscription. The ad is personalised based on the customer’s past usage, increasing the likelihood of conversion.
The power lies in combining authenticated identity with contextual relevance. Because NEON knows both who to target and their relationship history with the brand, it can deliver highly personalised messages that feel like recommendations rather than interruptions.
The NEON Advantage
NEON functions as a sophisticated advertising cooperative:
- Brands pool information through secure “clean room” technology
- Double-blind system protects privacy
- Advertisers don’t see which emails carried their ads
- Publishers don’t know which brands’ ads were shown
- Both parties maintain control through targeting criteria
- All interactions respect user privacy preferences
This creates multiple benefits:
- Precise targeting without data leakage
- Lower costs than traditional platforms
- New revenue streams for publishers
- Better user experience for customers
- Improved campaign performance
- Sustainable engagement model
The Revenue Opportunity
With trillions of marketing emails sent monthly, NEON’s potential impact is enormous:
- Transform email from cost centre to profit driver
- Create new monetisation channels for brands
- Reduce dependency on expensive adtech
- Enable direct brand-to-brand collaboration
- Build sustainable revenue streams
Every brand plays both roles: as an advertiser seeking to reach customers, and as a publisher monetising attention. This creates dual revenue opportunities and leads to network effects as scale grows.
The key to NEON’s success lies in its ability to maximise relevance. When ads leverage authenticated identity and relationship history, they transcend traditional interruption marketing to become valuable content. This creates a virtuous cycle where better targeting leads to higher engagement, which attracts more brands and creates more opportunities for precise, profitable customer connections.
