Retargeting is the strategy of targeting online offering the elevator the majority, although it has low to achieve, according to a new study from comScore and ValueClick.
The study measured the effectiveness of the six major strategies targeting online: audiences (ads served online behavioral data-based), contextual targeting (ads served to related page-level content), efficiency of prices (cost per click), premium prices (placements on premium publishers), retargeting (notified to users who have already visited the site an advertiser) and execution-network (RON) (ads that appear on the network, often optimized by conversion).
Retargeting Leads Lift, Reach late
The study evaluated the different strategies in terms of average elevator in research activities that have generated for the brand advertised, while taking into account also reach their media and cost compared to the execution policy-network estimates.
Among the six different positioning strategies, Retargeting generated the highest lift in brand search behavior 1.046%. Despite this considerable elevator, the impact of retargeting is limited by its relative low flow rate (tied with audiences for the lowest index score of reach), even if its cost is moderate (third-highest price index score) relative to other strategies.
At the other end of the spectrum Elevator, efficiency generated the lowest lift in brand search behavior (100%). However, had the third-highest index score reaches and second-lowest cost index score.
RON reaches most, costs less
The execution policy-network estimates offered the highest index score reaches the. However, the elevator was the second lowest to 126%, though its cost index score was lower.
Contextual, Premium Lead in cost
Online contextual targeting strategies and premium cost Index scores were close to three times as high as the most expensive strategy to third parties, retargeting. Contextual was slightly more expensive premium, with a score of labour cost index compared to 1471 1473.
Positioning Strategies more produce Synergy
Another key finding from the research is proof of the synergy between campaigns that used multiple positioning strategies. in particular, several campaigns in which the positioning of three or more strategies were distributed showed a tendency to blow away disproportionately the rule on at least one dimension of performance.
For example, data show that an important pharmaceutical campaign performed by Good Apple Digital, that five of the six methods deployed studied positioning, caused visitors who had seen the campaign spending seven times the average number of minutes on the client's site normal. other campaigns showed lifts Like normal.
In context, Internet users as targeted ads
Internet users are more likely to prefer online targeted ads, when they are requested to make real, value-for-value compromises, such as free access to Internet content, according to a new survey from PreferenceCentral. PreferenceCentral asked consumers to declare their preferences for customized online advertising in the context of real-world scenarios trade-off and found that more than half of consumers interviewed indicated that they prefer relevant targeted online ads as a compromise to access free content
About the date: The study analyzed 103 39 different campaigns from advertisers covering the 7 industries, examining the elevator in the visit of the website of brand and trademark search queries through six different media placement strategies
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