Article

Daniel Surmacz
Daniel Surmacz 25 August 2016

3 Reasons Why More Retargeters Should Bid On Your Behalf

Programmatic ecosystem has evolved significantly over the past several years and personalized retargeting as one of many programmatic solutions has become more and more prevalent.

 According to Magna Global, the global programmatic spending will grow from $14.2 billion in 2015, to $36.8 billion in 2019, which translates to 49% growth expected y/y in 2015. By 2019, programmatic transaction methods will represent more than half of spend in the Programmatic Universe. But what exactly does this mean for advertisers?

The massive potential of performance-based solutions has been already noticed in the market, no doubt – according to Marin Software, nearly nine in ten marketers use some form of retargeting as part of their online strategy. In a time when almost all e-commerce players use retargeting as a way to multiply conversion and get superior ROI, finding the smartest approach for your own business becomes key.

And what does “smarter” entail in this case? Well, when planning an online campaign, we have a number of providers and a million options to choose from. Selecting the right one for your business without proper due diligence is virtually impossible and may lead to suboptimal results. This is the reason why multiple retargeting strategies and different techniques to expand access to selected users have been developed. Today, it is obvious that using a single retargeter is not always optimal. In fact, running 2 to 3 retargeting campaigns with different providers can bring much better results without any additional cost. Here’s why it works:

#1 Wider Access

According to RTB House analysis, 85% of clients changed their retargeting strategy to incorporate multiple tools after one test campaign. Why does this happen?

In this very competitive environment, marketers need to think about the most effective ways to attract as many potential buyers as possible. Otherwise they will lose the race for their customers’ attention. Every provider uses different methods of accessing these users – they operate on different deals, access, and ways to reach potential buyers. Most companies claim to have nearly 100% access to all users, but when you compare daily reach, in some cases it is substantially lower. Moreover, there’s a large variety of ad inventory types in display advertising, and not in every case will one provider be able to deliver a creative in the appropriate format. This is all dependent on how many users a particular retargeter can access in a given amount of time and at what cost. So while one retargeter can be extremely cost and time efficient at finding users in Group A, another retargeter may be better positioned to have access to Group B.

By using multiple retargeters, you’ll expose your online marketing to more display options which can drastically alter how and where the message is displayed, and thus, change the end result for the better. At the end of the day it means that you can run more efficient campaigns in almost separate subgroups, resulting in little overlap and much higher efficiency.

#2 Healthy Competition

Competition between providers is one of the ways to ensure your retargeters are operating at their maximum potential. When you use two retargeters, both must focus on delivering transparent and effective results. It also allows for benchmarking the average effective costs of sale (COS) between the service providers, as well as other measures. Moreover, you can run your own A/B testing of sorts, to see which retargeter provides optimal returns in each marketing channel.

#3 More Goals

Retargeting activities are often considered short-term strategies that are meant to bring back customers within days of abandoning a site. However, many companies use long-term retargeting strategies to remind old visitors (brand awareness) or to bring back visitors during peak sales periods (seasonal purchasing). Retargeting helps keep a brand top-of-mind as users browse the internet, and likely keeps those visitors coming back if they did make a purchase in the past. Different retargeters offer flexibility in your goal strategies. You can have different short-term goals determined by your mid- and long-term display marketing strategy. It can be a specific number of clicks, conversions or just turnover.

So it is good to remember that independent retargeters cannot maximize results across all advertising channels and particular retargeters offer varying inventories, creatives and algorithms. Each execute them differently in local channels. Using multiple retargeters enables expansion of access to your visitors, that you would like back on your website – not just targeting the same user with both tools.

---

Sources:

http://adexchanger.com/online-advertising/magna-global-programmatic-will-eat-half-of-display-and-video-ad-budgets-by-2019/

https://www.shopify.com/enterprise/56638083-rethinking-retargeting-finding-the-line-between-stalking-and-solving

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more