64 per cent of Marketers Planning on Increasing Retargeting Budgets

adroll logo64 per cent of European marketers are planning to increase their spend on retargeting this year, as what was once a niche tactic becomes an increasingly central part of digital marketing.

39 per cent of marketers already spend between 25 and 50 per cent of their entire online ad budget on retargeting, but 44 per cent say that are not yet retargeting on mobile, indicating that the cookie issue is still plaguing attempts to do so on smartphones and tablets.

The figures, from a report by retargeting specialists AdRoll, show that brand awareness, sales and customer retention are the top marketing objectives in retargeting campaigns, while conversions and insight into customer behaviour are the top metrics of success.

74 per cent of marketers surveyed reported a lift in search campaigns when retargeting was added in, while 68 per cent reported a boost in email campaigns. In terms of best-performing channels, retargeting outranked paid search and paid social media.

“Our report shows that marketers have expanded the way they think about retargeting, and are heavily increasingly investment in the technology based on its high performance,” said Michael Bertaut, managing director for EMEA at AdRoll. “Retargeting has moved from a niche tactic to a critical tool for turning data into successful strategies, helping marketers meet every marketing goal from diving sales to keeping your brand top of mind for audiences.

“It isnt just keeping pace – retargeting is leading the charge in programmatic by paving the way for deeper understanding of online customer behaviour.”