Retargeting a Rocket Booster for Searches
ADOTAS – Retargeting is on many industry minds these days, especially after a New York Times article presented it as the latest bogeyman to arrive from the nightmarish world of online advertising — even though the technology to reach departing site visitors via related display ads is 10 years old. Some consumers may think it’s creepy, but a new study by ValueClick Media and comScore shows that retargeting gets serious search results.
In analyzing 103 campaigns from 39 different advertisers across seven industries, retargeting generated a 1,064% lift in trademark search behavior, the highest among the six placement strategies studied. The five other areas examined were audience targeting (514% lift), contextual targeting (130%), efficiency pricing (100%), premium pricing (300%) and run-of-network (RON) (126%).
“One of the key findings of this research is just how effective Retargeting is at generating lift,” said comScore VP of Advertising Effectiveness Anne Hunter. “However, if marketers want to continue to enjoy the benefits of this highly effective strategy, they must also deploy it responsibly and in a manner with which consumers are comfortable.”
comScore and Value Click also calculated the reach index — average reach of strategy divided by the average reach of RON times 100 — and the cost index — average cost of strategy divided by the average cost of RON times 100 — for each strategy. Retargeting and audience targeting both had reach indexes of 30, but retargeting had a cost index of 373 versus audience’s 329. In other words, both retargeting and audience targeting have a limited reach, but retargeting is twice effective in driving search queries at a slightly higher cost.
The strategies with the highest cost index were premium (1471) and contextual (1473), but contextual boasted a reach index of 73 compared to premium’s 21. So premium has a moderate search lift (less than a third of retargeting’s) at a high cost with a low reach. Contextual, on the other hand, had a low lift (less than half of premium) for a high cost, but lots of reach.
“Many of the findings in the study validate what clients have reported anecdotally,” said Bill Todd, general manager of ValueClick Media. “But having empirical evidence about the efficacy of various placement strategies on a view-through basis is unprecedented and we hope will lead to more sophisticated conversations about the use of display advertising to achieve various online advertising objectives.”
Reader Comments.
Thanks to the Adotas writer for the choice of words 
Retargeting Booster is actually a product we have over here at Rocket Fuel — our take is that sure, retargeting works, but rather than unintelligently shooting ads at the retargeted audience where-ever and when-ever you happen to get an opportunity, don’t you want to be non-creepy and limit yourself to a reasonable frequency cap, and then spend those impressions wisely on just the best sites, times of day, formats etc. Retargeting runs better on Rocket Fuel
Re targeting is one of the new ways i have come across in my media buying campaigns and i must say this is one of the techniques i have yet to discover, it always amaze me how much results it keeps giving me. This is surely something i have to ramp up to my maximum potential in my campaigns.
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