Looking to expand its reach for media buyers and command a larger share of marketers’ budgets, IDG Enterprise has introduced Premium Data Services. The software program, rolled out in June, is designed to help technology marketers more precisely target their online advertising campaigns. It combines the advertising technology of the IDG TechNetwork—which features more than 450 tech websites and blogs—with first- and third-party data to profile visitors to IDG Enterprise sites.
IDG Enterprise, whose assets include cio.com, computerworld.com, infoworld.com and itworld.com, garnered 25 million page views in July, according to Omniture. “By extending data, what we’re now able to provide is a retargeting effort where, when someone comes to our site and then leaves our site and goes somewhere that resides within the IDG TechNetwork, we’re able to align our advertisers’ messages to that individual as they’re traveling across the network,” said Michael Friedenberg, president-CEO of IDG Enterprise. “What that provides the advertiser is additional alignment and allows them a deeper understanding of who they’re interacting with and who their ads are aligning with.”
The advertising industry rallying around improving the quality of data to target ads continues to make improvements to processes and techniques. Google began rolling out a remarketing tool in Google Analytics on Friday to help marketers gain insight into targeting ads. But if the brand’s data mixed with inadequate information from a third-party data seller, a company’s retargeting strategy will deliver less than stellar results.
Do consumers find retargeted display ads creepy or acceptable? According to new research by Bizrate Insights, the vast majority don’t have a problem with them.
When Bizrate Insights asked consumers how they felt about seeing ads for products or services that they’d recently looked at online, 85% said they were neutral (60%) or liked it (25%). Just 15% did not like retargeted display ads. The goal of behavioral retargeting is to remind consumers of their previous interactions and prompt them to revisit a website and reconsider a purchase. According to Bizrate’s results this is exactly what those ads are doing.
Retargeting is a form of online advertising in which a user that has been to your website can be displayed ads from your media campaign on publishers and ad networks across the Internet. This form of advertising is very effective, since you are only showing ads to users that have been to your site (i.e. showing an interest in your product or service), instead of relying on demographic or other types of targeting to find users. Retargeting can communicate with the user after they have left your site and be the extra interaction that drives the user to come back and purchase, at times slashing cost per conversion in half, and increasing conversion rates by 600%.1
Direct Marketing News
Contextual targeting. Behavioral targeting. Search retargeting. Targeting specific consumer sectors has become table stakes in combating banner blindness. However, email retargeting — a data-driven, lower-funnel approach that the industry experts call a no-brainer — seems to be far off marketers’ radars.
Online retailers are increasingly retargeting consumers on other websites when they have browsed on their own web properties but left without buying anything.
I’ve been asking three retargeting providers about how it works, why they think online retailers should adopt the tactic, and how they deal with consumers’ concerns about privacy.
For an example of retargeting in action, head over to the Early Learning Centre or Office website, browse through a few items, then go to the Guardian. An ad to the right of the page (by Criteo) shows some of the items I looked at on the site:
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:
Retargeting generated the highest lift in trademark search behavior at 1,046%, among six different media placement strategies, according to a comScore study released Wednesday.
The study, “When Money Moves to Digital, Where Should It Go?,” seeks to analyze the effectiveness of 103 online display advertising campaigns from 39 advertisers covering seven industries. It is intended to distinguish the correct ad placement strategy, cost structure and return on investment (ROI) for media strategies, both independently and integrated. Along with comScore, ValueClick Media set out to determine the media generating the strongest lift in Web site visits and search behavior.