Retargeting ads work?

Mon 20 July 2009 11:12, Editors

Retargeting ads are ads which remind people what items they 'missed out on' on the website they just left. These ads are sometimes specificly placed with both those who did and those who didn't purchase something on the site.

Research performed by Fetchback, a company which sells retargeting ads (!) shows that this kind of advertising works: nearly half of consumers return to retail sites quickly after being served retargeting ads.

Generally most users served with retargeting ads return to a website within the hour. Fetback says an average of 42.9% of users come back to a retail site. On house ware sites the number is even higher: 69.9%. Conversion falls after 12 hours to 8,5% and rise back up to 21% after 24 hours.

President/CEO Chad Little of FetchBack says: "Knowing how quickly a prospect returns to an advertisers' site after a viewing a retargeted ad, or how many impressions each prospect receives before converting is important information that allows advertisers to optimize their campaign,"

Off course the figures come from a US-based company which specializes in retargeting ads, so we should be carefull with numbers like this, but the numbers do show the potential of retargeting ads.

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