Ad Retargeting Lifts High But Reaches Short

MediaPost, 10/5/10

According to a new study by comScore, conducted with ValueClick Media, retargeting, among six different placement strategies, generated the highest lift in trademark search behavior at 1,046%. Despite this considerable lift, the impact of retargeting is limited by its low relative reach, notes the report.

The study analyzed 103 campaigns from 39 different advertisers covering 7 industries, examining the lift in brand website visitation and trademark search queries across six different media placement strategies:

Read more

Want to partner with IDG?

Click here to get started