Retargeting shedding its bad rap
Published September 15, 2011
A study from U.K. digital media platform company Specific Media indicates that many consumers have negative feelings toward retargeting technologies such as cookies, but that some of that sentiment may be due to a misunderstanding about what the strategy does and the benefits it can offer.
Among the findings was the revelation that many consumers notice the effects of targeted advertising, but think seeing marketing materials that fit their interests or align with past internet behavior is simply coincidence. The study also indicates that people like seeing advertisements that are relevant to them and support using cookies if it helps achieve this goal.
"The IPA really welcomes initiatives like this one from Specific Media and we were impressed to be consulted about it in advance," stated Nigel Gwilliam, a consultant with digital media group IPA.
He added that the industry will be better off thanks to a deeper understanding of how consumers feel about maintaining their privacy on the internet. "This is essential to retaining consumer trust and ensuring the sustainable growth of smart online advertising," Gwilliam said.
Ad agencies have many technological tools to help them improve their retargeting efforts. One such solution is a software from Responsys that allows marketers to incorporate display ads into their cross-channel campaigns.