Research of the Week filters through hundreds of research studies and finds the most interesting and thought-provoking research for marketing professionals. Then we provide practical strategies and tips on how to apply the research to influence your marketing programs. Enjoy!
This week’s research looks at the most effective tactics for a programmatic advertising program.
The research study, The State of Programmatic Advertising, was a joint venture with Ascend2, a leading research company. The study was fielded in May 2020 and represents the opinions of 213 marketing professionals from businesses with up to 500 employees.
A powerful targeting solution is critical to the success of a programmatic advertising strategy. Audience targeting is considered the most effective tactic for a programmatic advertising program to a 72% majority of small and mid-size business marketers. Keyword targeting is also a tactic that 40% of those surveyed have experienced success with.
QUICK TIP from the research: Don’t overlook the success of retargeting. The average CTR for retargeting ads is 0.7% compared to 0.007% for display ads. Get more retargeting tips by downloading the Research Guide on Retargeting in 2020 – Key Insights to Help You Succeed.
Benefits and Impact of Regarteting
Perfect Audience is set-up to help follow the ROI and data to find and reach your best audience. If you wa
Why are businesses investing heavily in retargeting? Only about two percent of customers make a purchase their first time visiting a site—retargeting provides a way to get to the other 98% of visitors you’d otherwise miss out on.
Here are a few positive benefits that illustrate the impact of retargeting:
Higher brand lift
Four weeks after implementing a retargeting campaign, marketers found an average increase of 1046% in searches for branded terms. The performance was more than twice as effective as audience targeting without retargeting.
Improved click-through and conversion rates
Three out of five viewers notice and consider ads they’ve previously seen at another source (eMarketer). Retargeting has a click-through rate that’s 10 times higher than a typical ad (Wishpond). Visitors who are retargeted are also 43% more likely to convert than those who aren’t. (Criteo)
Better value for money than other advertising methods
91% of marketers who’ve used retargeting find it to perform same or better than search, email or display, (IAB) Perfect Audience is set-up to help you maximize the return from your retargeting. If you want to discuss your audience targeting, the Perfect Audience team is available to meet with you. Click here to schedule a meeting.