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BizReport : Advertising archives : September 28, 2010


Report: Retargeting ads pushes more website visits

Marketers with a goal of increasing website traffic may want to look harder at ad retargeting. According to a recent comScore and ValueClick Media report, retargeted ads are pushing more website traffic compared to simpler audience or contextual targeting efforts.

by Kristina Knight

comscore.gifResearchers found that ads served to consumers based on past behaviors or online interactions and ads served based on the context of a website had lower impact on website visits than retargeted advertising. Also underperforming compared to retargeted ads were Efficiency and Premium Pricing and Run of Network ads.

Within four weeks of exposure to the ad, the lift in trademark search was:

• 1046% for retargeted ads
• 514% for audience targeting (behavioral, etc)
• 300% for premium price targeting
• 130% for contextual targeting
• 126% for run of network targeting
• 100% for efficiency targeting

"Each of the placement strategies has its own advantages and disadvantages that must be understood in the context of the campaign's overarching objectives," said Anne Hunter, comScore Vice President of Advertising Effectiveness. "One of the key findings of this research is just how effective Retargeting is at generating lift. However, if marketers want to continue to enjoy the benefits of this highly effective strategy, they must also deploy it responsibly and in a manner with which consumers are comfortable."

A word of caution, however, researchers also deduced that choosing only one placement strategy could backfire. They say that using three or more placement strategies were the best way to obtain high lift in website traffic.

The full report will be presented at the IAB MIXX conference during Advertising Week in New York City on September 28.






Tags: comScore, online advertising, retargeted ads, retargeted advertising, ValueClick








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