Putting Targeting to Work
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Targeting—and therefore the opportunity for more effective advertising—may be passing marketers by.
Nearly one-half of specialized marketers told Advertise.com and the Search Engine Marketing Professional Organization (SEMPO) in August 2009 that remarketing or retargeting was the advertising technology they thought was the most underutilized. Other forms of targeting, including geo-targeting (18.3%), were also being underused.
Just 30.5% of marketers surveyed had used retargeted display ads in the past, but the majority of those who had reported those ads had a greater impact.
