I have to admit, I have recently become fascinated by the opportunities retargeting represents. If you're not familiar with it, retargeting is the process by which an advertiser can make your display ads (re)appear to a web surfer that has visited your online location but failed to make a purchase decision. For instance, if I visit the Reebok website and surf around - without leaving my info or making a purchase - then decide I want to read a blog, I might end up seeing a retargeted Reebok ad on that blog. This is all true, as long as the blog is in the retargeting ad company's network, allows targeted ads, etc.
This is happening with increasing frequency and the question of preparedness should be asked of everyone in the automotive industry, that advertises online. The reason being is, studies show Americans as 49% more likely to visit a site when previously exposed to that brand's messages, and Europeans as a whopping 72% more likely. The numbers are staggering, so you may be wondering why I'm asking the question of whether or not it is right for you. I have two main reasons:
If you want to try something that is underutilized and has enormous potential, look toward ad retargeting. According to MarketingCharts.com, retargeting is the most underutilized online marketing technology - ahead of geotargeting, traffic source optimization, keyword targeting and category targeting.
If you do decide to try the technology, make sure that your measurement tactics include brand affinity and future purchase intention analysis, as the clicks from the display ad generally don't tell the whole story. Last but not least, make sure that you ask the ad company where your ads could potentially show up. Sometimes, people have found that their ads showed up on sites that weren't exactly representative of their business model.
Have you tried ad retargeting or any other relatively new online marketing tactic? What did you think about your experience?
Posted by Therran Oliphant, Account Representative, Commercial Vehicle Market, Polk (07.14.2010)
This is happening with increasing frequency and the question of preparedness should be asked of everyone in the automotive industry, that advertises online. The reason being is, studies show Americans as 49% more likely to visit a site when previously exposed to that brand's messages, and Europeans as a whopping 72% more likely. The numbers are staggering, so you may be wondering why I'm asking the question of whether or not it is right for you. I have two main reasons:
Privacy - Many are worried about privacy issues, as they don't really understand targeting online. Education is the key to overcoming this issue, as online consumer research and targeting rarely keep any personally identifiable information. In fact, businesses should be aware that their advertisers are not violating the privacy of their traffic very much at all. Honestly, social media sites such as Facebook collect more information than retargeting companies.
The quest to help the US become a more advertising savvy society has been taken up by iab with their Privacy Matters campaign. I suggest reading through the site. It only takes about 15 minutes, but answers questions and dispels myths without using much technical language.
Patience - Even though there are positive numbers surrounding the brand affinity of "before seen" brands, the Click-Through Rate (CTR) numbers don't correlate on a 1:1 basis. This statistic occurs because not all site visits and inquiries are immediately derived from a click action on the display ad. Therefore, it is reasonable to assume that multiple exposures and a little time are necessary for the effect of the ads to cause action.
Also, it means that simple quantitative analysis won't tell the whole story. Instead, a mix of quantitative and qualitative analysis should be used to help measure the effectiveness of the campaign. Yes, this is slightly tedious, but a 49% increase in intention to visit your online location(s) should get your attention.
The quest to help the US become a more advertising savvy society has been taken up by iab with their Privacy Matters campaign. I suggest reading through the site. It only takes about 15 minutes, but answers questions and dispels myths without using much technical language.
Patience - Even though there are positive numbers surrounding the brand affinity of "before seen" brands, the Click-Through Rate (CTR) numbers don't correlate on a 1:1 basis. This statistic occurs because not all site visits and inquiries are immediately derived from a click action on the display ad. Therefore, it is reasonable to assume that multiple exposures and a little time are necessary for the effect of the ads to cause action.
Also, it means that simple quantitative analysis won't tell the whole story. Instead, a mix of quantitative and qualitative analysis should be used to help measure the effectiveness of the campaign. Yes, this is slightly tedious, but a 49% increase in intention to visit your online location(s) should get your attention.
If you do decide to try the technology, make sure that your measurement tactics include brand affinity and future purchase intention analysis, as the clicks from the display ad generally don't tell the whole story. Last but not least, make sure that you ask the ad company where your ads could potentially show up. Sometimes, people have found that their ads showed up on sites that weren't exactly representative of their business model.
Have you tried ad retargeting or any other relatively new online marketing tactic? What did you think about your experience?
Posted by Therran Oliphant, Account Representative, Commercial Vehicle Market, Polk (07.14.2010)
