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BizReport : Advertising archives : October 29, 2010

ReTargeter launches social platform

If retargeting display ads isn't enough, consider adding a social element. That is the offering from ReTargeter this week. The platform is launching a social arm, which will help brands in the social space connect with consumers through Facebook and Twitter through three options.

by Kristina Knight

Brands using the platform can connect with people using Fan ReTargeting, RTEngage and REFollower.

A recent comScore report found that retargeted ads increased by trademark recognition, and pushed more website traffic by showing ads to consumers based on a past interaction. Those interactions can be anything from being served an impression to conducting a keyword search or even visiting a website - and then leaving without making a purchase.

"We're democratizing powerful retargeting technology that was once only available to large agencies and big brands," said Arjun Dev Arora, CEO, ReTargeter. "Social products like Fan ReTargeting, RTEngage, and ReFollower underscore our innovative approach to disrupting the display advertising world, and making this powerful technology accessible to literally anyone. Companies can now customize their display ads, integrating social channels and increasing ROI for their campaigns."

The platform works first through display ads, allowing consumers to engage with a brand by becoming a follower from an ad, engaging through an ad unit or other options. The solution has worked for at least on brand.

Author Tim Ferriss, "The 4-Hour Work Week" and "The 4-Hour Body", used the Fan ReTargeting option to increase the number of 'Likes' he received through Facebook. During his 25 day campaign he increased the number of 'Likes' by 7.03%.

Deploying the ability to retarget within the social space could become one more engagement option for marketers. Connecting with consumers in the social space has been shown to reflect on a brand positively, so serving an ad based on a past interaction within the social realm may create an even deeper connection. Brands should be wary, however, about pushing too much advertising toward any one customer at a time. Serving ad after ad after ad when there has been no response is likely to turn off a customer rather than intrigue them.

Tags: online advertising, ReTargeter, social advertising, social marketing, social networks

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