The state of ad retargeting, in 5 charts
Retargeting is growing as an area of marketing spending. In a survey by Marin Software, 88 percent of marketers said they were using it, with Google search and display being the dominant retargeting tools. Of those that didn’t use the tactic, more than half said they planned to within the next 12 months. But despite its prevalence, retailers are concerned about its transparency. Here, in a nutshell, is the state of retailer retargeting in five simple charts.
Retargeting is up
After search-engine marketing, retailers consider retargeting to be one of the most effective methods of customer acquisition, according to a survey by Shop.org and Forrester of 81 online retailers. Not surprisingly, fully 77 percent of those surveyed planned to spend more on retargeting in 2014 than the year before, while 18 percent planned to spend the same.
Transparency issues loom
Retargeting is fraught with transparency-related concerns, though. Marin Software, a cross-channel ad platform, surveyed 233 digital marketers about their use of and attitudes toward retargeting. While 88 percent said they used retargeting, nearly one-third cited transparency-related concerns as a challenge, among them viewability and click fraud.
It’s common for retargeting providers to buy inventory at a low cost, then charge the advertisers a cost per impression. It’s a mystery for marketers, who expressed concern about whether their ads are being seen, not knowing where their ads are running and whether they got a good deal for their cost per impression.
People shop around, suggesting there’s an argument in favor of retargeting. About one-third visited one site before buying the last product they bought online, but 50 percent visited two or more sites, according to a survey by Adroit Digital and Toluna. And people notice retargeting. Fifty-eight percent noticed ads showing up for a product after they looked at it online, versus 42 percent who didn’t.
Retailers should proceed with caution, though. Most consumers felt neutral after seeing the retargeted ads at first, but the sentiment soured the more they were exposed to retargeted ads over time. Those who remained neutral stayed about the same (57 percent), but those who felt positive declined to 25 percent from 30 percent, while those felt negative rose to 19 percent from 15 percent.
Member ExclusiveCase Study: How BMW Group broke into the esports market
After successful gaming activations, BMW Group is leaning even further into the space as the pandemic pushed new players online.
How eos skincare rode a TikTok trend to sales increases
Eos skincare is the latest brand to benefit from a viral TikTok video after its product was touted by a user advising on best shaving practices.
‘Still don’t have an answer’: For some media buyers, unresponsive Facebook ad reps are causing frustration
Media buyers say unresponsive Facebook ad reps aren’t a new problem, but some say the issue has gotten worse with the looming iOS 14 update from Apple.
SponsoredVideo: How employer rewards and incentives changed in 2020
The nature of employer rewards programs has transformed, accelerated by the events of 2020 — a year of sweeping change. Employees shifted to digital, their preferences moved to digital wallets and they asked for new and surprising ways to use the rewards their employers delivered. In these new interviews, employer rewards experts talk about the evolving […]
‘I felt like I was pushed into being a stay-at-home mom’: Confessions of a former ad exec on being fired after becoming a mother
In this edition of our Confessions series, where we exchange anonymity for candor, we hear from a former agency director about getting fired and struggling to find a job amidst navigating motherhood and launching a new project.
To get the attention of millennials and Gen Z, Ace Hardware is turning to influencers
Ace Hardware is adding a paid and organic influencer strategy to its marketing mix to allow the brand to make content that “doesn’t feel like an ad."