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BizReport : Advertising archives : September 23, 2014

Report: 1 in 4 execs want more transparency

Lack of transparency continues to top the list of reasons advertisers are leery about the online space. That's the takeaway from a new report out from Marin Software which indicates that while most (88%) of advertisers surveyed use retargeting strategies in their online campaigns nearly half (43%) say attribution concerns top their list of reservations about retargeted campaigns.

by Kristina Knight

Retargeted ads have been shown to increase consumer engagement as well as conversion rates. But many executives still have reservations about the technique. In fact about 20% (1 in 4) of those surveyed say they are concerned with the lack of transparency available for retargeted ads. Marin's researchers found ad viewability and click fraud top the list of areas in which marketers want greater transparency. Those surveyed also want more transparency in 'black box' optimization (34%).

"Retargeting is emerging as a central part in the marketing mix, and advertisers are hungry for the same type of control over the channel that they are used to with search and social marketing," said Brad Flora, senior director of product management at Marin Software. "Our Perfect Audience retargeting platform not only allows marketers to directly setup and and manage their retargeting but combined with the Marin platform, data from retargeting can be used to optimize search, display and social channels."

Some interesting takeaways from the report include:

• 51% say retargeted ads make up under 10% of monthly ad budgets
• Brands are most concerned with ad viewability (38%) and click fraud (37%)
• 89% are using Google's retargeting tools to reach customers

Google's remarketing lists for search ads, according to the data, receive 234% higher click-thrus than non-RLSA ads on Google (Q2, 2014).

Image via Shutterstock

Tags: advertising, advertising analysis, advertising transparency, Marin Software

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