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BizReport : Advertising : December 17, 2014


AdRoll: Study finds retargeting focus for most brands

Look for more brands to push more ad dollars into remarketing to consumers when the calendar switches over to 2015. That is the takeway from a new AdRoll report which shows that most (71%) of marketers studied intend to push up to half their marketing budgets toward retargeted ads in 2015.

by Kristina Knight

AdRoll's State of the Industry: A Close Look at Retargeting and the Programmatic Marketplace indicates more advertisers will be pushing ad dollars into retargeted ads over the coming year. In fact nearly three-quarters say they'll spend between 10% and 50% of their total budgets on retargeting; why the push? Most (70%) say they use retargeted advertising to push brand awareness while 60% use retargeting to increase social engagement and 58% are using to to retain existing customers.

According to AdRoll, retargeted campaigns using Facebook pushed 2.18x more conversions, 2.84x more impressions and 3.05x more clicks than campaigns that didn't use retargeting.

"Retargeting has become a must-have advertising channel for marketers with performance objectives. It solves a clear business problem by helping brands stay engaged with customers who demonstrate intent to purchase," said Adam Berke, AdRoll president and chief marketing officer. "However, we were interested in exploring how the definitions and use cases of this channel are evolving and how adoption patterns are likely to change in the future. Given the scale of the sample, this report provides unique insight into what has driven the adoption of retargeting to date, and how these strategies are likely to evolve in 2015 and beyond."

Some interesting takeaways from the report include:

• 54% use mobile retargeting
• 54% say social media is a key for retargeting
• 58% of marketers are using single-touch attribution despite most consumers being multi-device
• 91% say attribution is 'important or critical' to their success

Image via Shutterstock

Tags: ad targeting, AdRoll, advertising, retargeted ads










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