Retargeting, the online marketing technique that allows us to display specifically targeted advertising to those users who have previously shown interest in our products, is yet to be exploited. According to the Marin Software report, only 12% of companies practice retargeting, although it is true that 56% expect to start these campaigns next year. In the case of those who do trust this technique, they only allocate a maximum of 10% of their monthly budget to this type of advertising, although they plan to invest more resources in this regard.
Among the different options that retargeting presents, its application to display advertising is the most widespread (88%), followed closely by its inclusion in search results (81%). Regardless of this, the study highlights Google as the main depository and distributor of this type of ads. 9 out of 10 advertisers contract their retargeting strategy with Google. When Oman WhatsApp Number List it comes to allocating a larger budget to this type of segmented advertising, the commitment to social retargeting exceeds investment in search (67.1% vs 64.3%), while mobile devices are also a preferred option (62%), beating display (58.4% ) and video (56.2%).
The Marin Software study also shows the difficulties companies face in developing an effective retargeting strategy. In the first place, it highlights that these strategies are not properly aligned, thereby wasting one of their great advantages: the ability to expand the coverage of the message, making it extensive to all possible media and devices. As reflected in the report, companies pursue different objectives, depending on the support to which they are directed; Therefore, the potential integration of the strategy is reduced to a disintegration, which dangerously compromises the effectiveness of retargeting.
Another big problem that arises for companies that opt for this targeted advertising technique is the attribution of results (43%). A fact that may be due to the inability to have a list of sufficient size (31%), the results do not meet the expected expectations (25%), or a lack of transparency, on the part of publishers (25%). Specifically, 38% of advertisers are not clear if users see their ads (38), fraudulent clicks are a threat today for any marketing action (37%), while optimization is still a great challenge (3.4%).