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BizReport : Advertising archives : October 19, 2009

Now you can map retargeted ads

As if retargeting ads to consumers who have clicked but not purchased were not enough, now retargeting firm FetchBack has launched a new tool which allows marketers to map the engagement level for the ads. Using the tool, marketers can review how retargeted ads performed to determine how to better retarget in the future, creating a better conversion rate.

by Kristina Knight

Before now, marketers using FetchBack's platform could retarget and sequence ads to the consumer base; the new tool give marketers a better grasp of how ads are performing by showing how consumers are interacting and engaging with the ad content.

With the tool marketers can:

• View when a retargeted ad was seen by a consumer
• See how many retargeted ads the consumer saw
• Know how long from viewing an ad until conversion

Chad Little, FetchBack CEO said, "Today consumers experience numerous touch points from Advertisers - from Paid Search, RON display ads, email marketing, affiliate programs, and the list goes on. Marketers have to determine the value and effectiveness of each of their marketing campaigns. FetchBack's ability to provide an Engagement Mapping tool for Retargeting is an exciting feature that we are sure will help our Clients to better understand the selling cycle that their customers go through online."

By knowing how long it takes for a consumer to convert after seeing an ad - retargeted or not - marketers have a better grasp of how the ad is engaging the consumer. A quick conversion is what all marketers want, but as consumers become more immune to advertising, those quick conversions are fewer and farther between. Having metrics that tell how the campaign is fairing gives marketers the tools to then make changes, decrease conversion time and increase campaign ROI.

Tags: FetchBack, online advertising, retargeted ads, retargeted advertising, retargeting

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