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Mobile may be a priority in the marketing channels, however there continue to be a high proportion of display advertisers deciding to keep it.
In study conducted as part of its State of the Business: Europe report, AdRoll discovered a demographic of marketers who are still struggling to utilize display advertising that was retargeted on mobile.
It is a worrying statistic given the omni-channel chances that AdRoll’s EMEA director, offers entrepreneurs and Michael Bertaut, disclosed by preventing mobile their company might be damaging.
“Together with users spending more hours than ever on mobile devices, entrepreneurs who don’t utilize mobile retargeting are very often passing up prime chances to caked with their targeted market,” he said.
User encounter issues
Marketers’ reasons for sidestepping mobile are not the most watertight either, with 36% questioning its own consumer experience. Another 27 percent provided the excuse that they didn’t have an app, while 23 do not own a site.
A minority rank cross-device and cellular marketing as the topic in retargeting. Whereas 36% of marketers consider social networking retargeting are because of it generating a greater conversion according to this analysis, the most popular topic.
Retargeting is currently becoming more widely embraced by marketers. Accounts that 64% plan to increase their funds in 39% and 2015 spend 25-50% of the ad budget with this particular flavour of display advertisements.
There are benefits to be made when using regargeting as part of a wider campaign. Nearly three quarters (74%) witnessed a lift in hunt campaigns and 68% turbocharged email marketing with its help.
Brand awareness
Gone are the days when clicks would be the most important reason for advertisers to initiate banner campaigns. Some 60% rank fresh awareness as their high retargeting objective, seeing it as more significant than driving earnings (57 percent) and customer retention (51%).
Bertaut believes that it is this realisation that’s made retargeting even more successful for marketers as they chase the goals of the campaigns.
“Retargeting has moved from a niche tactic into a critical tool for turning information into successful strategies, helping marketers meet every marketing target from driving sales to keeping your new top of mind for audiences”
