New survey shows the popular practice endangers brands if overdone
NEW YORK – Retargeting can be an effective marketing strategy — as long as the data is fresh, according to a recent survey Adroit Digital commissioned from Toluna. The danger for brands is that wealthier, more educated consumers — the very consumers whose affections most brands crave — are bothered the most when they receive ads for a product months after their initial search for the product.
“This survey confirms for us the importance of using fresh data for all kinds of ad targeting”
Fortunately for advertisers, the vast majority of the people surveyed don’t mind being retargeted. More than 30% of the 500 American adults surveyed noted “positive” or “very positive” feelings about a brand that they had noticed was retargeting them, and 58.8% felt neutral.
This story first appeared in MediaPost, and the full survey results are available here.
The number of people reporting “negative” or “very negative” feelings toward a retargeting brand climbed above 18% only after they imagined that brand retargeting them for three months. The trouble for brands is that the negative responses after three months were highest among the most educated respondents (20% of college graduates, and more than 30% of those who had attended graduate school) and the wealthiest (more than 37% of those making between $125,000 and $149,999).
“This survey confirms for us the importance of using fresh data for all kinds of ad targeting,” said Adroit Digital General Manager Scott German. “While we’re pleased to see that the overwhelming majority of consumers do not mind being retargeted — and a large number even enjoy it — this survey demonstrates the risks that can come from hitting the same consumer for too long and failing to apply data insights to campaigns to improve performance.”
About Adroit Digital
Adroit Digital helps online advertisers and their agencies simplify the process of digital marketing to drive performance across channels through a combination of advanced audience technology and knowledgeable industry experts. The company’s private advertiser data cooperative allows advertisers to share their first-party audience data and build detailed in-market consumer populations for prospecting new customers. With over 300 million unique cookies aggregated every month, Adroit Digital clients have access to fresh, free and exclusive data. Adroit Digital provides the technology, as well as a team of advertising experts who empower clients to leverage consumer data for all it is worth. For more information, visit www.adroitdigital.com.
