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Behavioral Retargeting
When it comes to online branding, it is becoming more and more apparent that the display ad placement strategy with the most brand lift is retargeting. Although display advertising has long been considered mostly a direct response vehicle, recent studies have shown that banner ads provide a very powerful branding vehicle and should be deployed as such. In consideration of cost, reach and effect of the differing types of display advertising campaigns, retargeting provides a great benefit at reasonable (not to mention measurable) cost.
Recent studies conducted by ComScore and others have indicated that retargeting campaigns can be much more expensive than simple run-of-network campaigns, but much cheaper than campaigns that use contextual or premium targeting. And while the reach of retargeted ads is normally much smaller than run-of-network campaigns, they were approximately the same as those that used audience targeting and wider than premium targeting. The payoff? Retargeted display ads add a huge exponential lift in searches on brand terms within weeks after they were run. This is more than twice as high as the second most effective targeting method, audience targeting.
Retargeting also brought the biggest lift in website visits within a similar time frame after exposure. No other media placement strategy came close to the performance of retargeted campaigns. It should also be noted that marketers using retargeting methodology have found that campaigns with multiple placement strategies outperformed those that chose only one.
So if your target was good the first time, it may be even better the second and third time.
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