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New Study Reveals Rise In Retargeting Budgets

Date: January 28, 2015

Multichannel(s): Global & International, Online Advertising

Added by: Mayra Ruiz-McPherson

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64% of European marketers plan to increase retargeting budgets this year, according to a new report released by AdRoll.

Surveying 250 marketers across Europe, 125 of which were from the UK, the research found that 39% already spend 25-30% of their entire online advertising budget on retargeting, with three in five respondents ranking brand awareness as their top retargeting objective.

According to the study, which was carried out by research company Qualtrics, 74% of respondents reported a lift in search campaigns when retargeting was used, while 64% reported the same for email marketing.

However, separate research released last year by InSkin Media and RAPP media revealed that more than half of consumers are put off buying products or services if they see the same ad online multiple times — with just 10% more likely to buy something after seeing the same ad served repeatedly.

Source: MediaTel Newsline

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