13 Jan Retargeting Facts That May Surprise You

Serving ads to consumers based on their previous Internet actions, otherwise known as Retargeting, has proven to be a uniquely powerful form of online advertising. According to a recent article on ConvinceAndConvert.com, you may be surprised to learn some of the facts and figures.

Here are some takeaways from The Chango-Digiday Retargeting Barometer Q4 2013’s data collected from 300 media buyers in the U.S., Canada and the U.K.

Retargeting Has Gone Mainstream

Marketers now have dedicated retargeting budgets, but does that mean it’s now a core part of their campaigns? The recent Barometer survey asked respondents to rate the claim that “retargeting is a standard practice” in their businesses. The marketers rated the claim at 3.98 on a scale of 0 to 5.0.

FBX Leveling the Field

Facebook’s answer to retargeting, the Facebook Exchange (FBX), only launched in September 2012. But it’s already emerged as an important player in the industry. Fifty-six percent of the survey respondents listed FBX as one of the types of retargeting tactics that they use.

Progress, Not Perfection

Retargeting has come a long way in the last few years, but that doesn’t mean there’s no room left for progress. Integration seems to create the most challenges for marketers. Nearly 30 percent of survey respondents claimed that a lack of integration with other marketing initiatives was the biggest challenge in adopting retargeting. Others cited the lack of measurement and attribution models as the chief struggle.

Do you use Retargeting? What do you struggle with the most? Share by commenting below!