Search Retargeting: Brought To You By 24/7 Real Media
Today, 24/7 Real Media introduced search retargeting, a technique which is used to target and serve digital advertising on the Global Web Alliance, the company’s media network.
Search retargeting allows marketers to customize and target display advertising by keywords on user searches on an engine like Yahoo or Google. This feature compliments the other targeting options offered by 24/7 Real Media including, behavioral targeting, geo-targeting, contextual targeting and traditional retargeting.
Display ad creative is able to be dynamically modified depending on the keyword or group of keywords typed in. This will make it possible for advertisers to keep end-users engaged for a higher click-through rate and higher conversion.
Director of product marketing for 24/7 Real Media, Inc. Brain Lesser said, “Search retargeting offers marketers the ability to link display campaigns with search, an important step in providing integrated advertising strategies that take advantage of the Internet’s vast reach and targeting potential. Techniques like behavioral targeting and demographic targeting give advertisers a better idea of what users might be looking for, but search retargeting allows advertisers to serve ads based on what they know a particular consumer is interested in buying.”
Part of this new capability is that 24/7 now offers consolidation for search and media performance reporting, giving more sophisticated optimization. CEO of 24/7 Real Media, Inc. David J. Moore said, “Marketers have seen the tremendous potential of digital advertising and will continue to shift resources from offline media to digital media.”
Reader Comments.
Sounds great for a P&G or Dell targetting consumers, but what if you’re in the B2B business? Will it work? Is it an advantage in planning/buying online ads?
THX!
Loretta
I think that is a good point that Loretta makes. We have tested this type of BT with a different Network for one of our clients and the results were not as good as expected. I do think this can work well for certain advertisers, however, if you don’t have the volume of search traffic as some, or the keywords are too broad, it may not be as worth while as other behavioral targeting methods.
Any ideas on how to optimize this type of BT?
Thanks!
Taylor
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