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IDG Enterprise’s Premium Data Services enables marketers to retarget online campaigns

September 14th, 2012

Media Business

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.”

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Categories: Advertising & Marketing News, Lead Generation News | Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Google Shifts Data Focus From Retargeting To Remarketing, Targets 3rd-Party Data

July 27th, 2012

MediaPost

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.

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Consumers happy to be reminded with retargeted advertising

July 10th, 2012

BizReport

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.

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Categories: Lead Generation Research | Tags: , , , , , , , , , , , , , , ,

An Introduction to Retargeting: What Is It?

June 12th, 2012

Zog Digital

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

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Categories: Lead Generation Blog, Lead Generation News | Tags: , , , , , , , , , , , , , , , , , , , , , ,

Why Retargeting is the Hottest Area of Ad Tech

April 19th, 2012

ClickZ

Retargeting is not entirely new to the online ad world. DoubleClick has offered the capability for many years. Yet the old tactic of finding people who have visited your site has seen a resurgence thanks to recent ad-tech advances that make finding audiences in large numbers possible. That’s led to boom times. Take Criteo, for example. The retargeter, which brought in former Yahoo, AOL and Huffington Post exec Greg Coleman a year ago as its president, now has 600 employees up from 120 in 2010. It is thought by many poised for a public offering.

The tactic is gaining adherents from more than just e-commerce players, which have been the most aggressive users of the tactic. (Try leaving an item in your Zappos shopping cart sometime. The retailer will surely find you across the Web several times.) Even a consumer-package goods company like Kimberly-Clark relies on retargeting, claiming it is seeing stronger conversion rates among these consumers (those who are served these types of ads): 50-60 percent conversion rates.


Categories: Lead Generation News | Tags: , , , , , , , , , , , , , ,

Email retargeting: no-brainer for brands

December 6th, 2011

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.

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Retargeting: what does it mean for marketers?

December 1st, 2010

eConsultantcy, 12/1/10

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:

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Ad Retargeting Lifts High But Reaches Short

October 5th, 2010

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:

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comScore: Search And Ad Retargeting Produce Lift

September 23rd, 2010

MediaPost, 9/23/10

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.

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