Retargeting Advertisers Worried About Transparency
Despite the perceived effectiveness of retargeting, digital advertisers are concerned with a lack of transparency in the medium, according to result from a survey of enterprise-level marketers on retargeting trends conducted by Marin Software.
More than one-third of respondents indicated that they are unsure if ads are viewed, are leery of click fraud, and are concerned with "black box" campaign optimization. Over 50 percent of the 233 respondents had advertising budgets of more than $250,000 per month. Additional highlights from the survey include:
- Marin Software found 88 percent of surveyed marketers use retargeting. Display (81 percent), search (77 percent) and social (48 percent) are the top channels used by marketers in retargeting. More than half say they will be increasing their budgets across search, social and display in 2015.
- Fifty-one percent of respondents indicated retargeting makes up less than 10 percent of their monthly marketing budget.
- Google ranks as the most common retargeting channel with 89 percent of respondents leveraging either the Google Display Network (GDN), Google remarketing lists for search ads (RLSA), or a combination of the two.
"Retargeting is emerging as a central part in the marketing mix, and advertisers are hungry for the same type of control over the channel that they are used to with search and social marketing," said Brad Flora, senior director of product management at Marin Software. "Our Perfect Audience retargeting platform not only allows marketers to directly setup and manage their retargeting but combined with the Marin platform, data from retargeting can be used to optimize search, display and social channels."