40 Stats You Need To Know About Retargeting

CHANGO.COM/RETARGETING
40 stats you need to
know about retargeting

The claim:
Retargeting addresses
common problems
for advertisers

The average Web site
conversion rate is a little more
than 2 percent.
01
Source: CMO.com, November 2013

In a study that evaluated
various strategies in terms of
the average lift in search
activity generated for an
advertised brand, retargeting
represented the highest lift in
trademark search behavior at
1,046 percent.
02

Retargeting can boost ad
response up to 400 percent.
03

CPG company Kimberly-Clark
relies on retargeting, saying it is
seeing 50 to 60 percent higher
conversion rates among
consumers who have been
retargeted.
04

Web site visitors who are
retargeted with display ads are
70 percent more likely to
convert on your Web site.
05

The claim:
Retargeting has gone
mainstream

75% of consumers have
noticed being retargeted after
they visited an advertiser’s web
site.
06
Source: Marketing Land, December 2013

7% of consumers have
responded to a special offer
in those ads.
07

46% of consumers indicated
either a neutral or unconcerned
reaction to being retargeted by
retailers.
08

The claim:
Retargeting is one of the most
effective ways to generate
sales

56% of retargeting is used to
acquire customers.
09
Source: Chango-Digiday State of the Retargeting Industry Report (SOTI), May 2014.

build brand awareness.
10

CHANGO.COM/RETARGETING Chango.com/retargeting
acquire competitors’ customers.
11

The claim:
There is more than one type of
retargeting

There are at least 7 types
of retargeting.
Chango.com/7types
12

Each type of retargeting can be
used for at least 2 or 3 goals.
13

88% of marketers are using site
retargeting.
14

The #1 use case for site
retargeting is to convert site
visitors.
15

65% of marketers are using
search retargeting.
16

The #1 use case for search
retargeting is to find new
customers.
17

The agency view:
“Retargeting is over-utilized
almost on every single platform
just because people believe it's
predictable,”
- Brian Decker, Managing Director of Client and Social Action
Leadership, Mindshare

The claim:
Retargeting budgets are
growing

63% of marketers take
retargeting budgets from
display advertising.
18

10% of marketers give
retargeting its own budget.
19

The claim:
Retargeting on social media is
gaining traction

Social is going to be the #1
game changer in the way
marketers think about
marketing.
20

80% of marketers think that
paid social is somewhat
important to their marketing
strategy.
21

33% of marketers give paid
social its own budget.
22

Facebook Exchange is the #1
platform for social retargeting.
23

67% of marketers run
retargeting campaigns on
Facebook Exchange.
24

When looking at more than 1 billion
impressions from 547 advertisers
running retargeting campaigns on
FBX's right-hand side, FBX News
Feed, and standard Web
retargeting, after just one month
FBX News Feed accounted for 15
percent of clicks, despite having just
0.5 percent of the total ad
impressions.
25

retargeting campaigns on
Twitter.
26

The agency view:
“Facebook really dominates
mobile activity, and so if you're
going to try and catch a
consumer's eyeball, you need
to be on mobile,”
Natalie Brokenham, SVP and Managing Partner of Digital,
Universal McCann’s

The claim:
Retargeting on mobile devices
is coming out of age

90% of American adults own a
mobile phone.
27
Source: June 2013 Pew research study

74% of marketers define mobile
as smartphone and tablets.
28

1 billion Facebook users log in
at least once a month via
mobile.
29
Source: Facebook earnings report Q1 2014

45% of marketers think that
mobile targeting is soon-to-be
mature.
30

45% of marketers said they are
somewhat successful with
mobile retargeting.
31

CHANGO.COM/RETARGETING Chango.com/retargeting
41% of marketers believe that
social ad exchanges are key to
mobile success.
32

The #1 challenge with mobile
retargeting is the lack of
cookies on iOS devices.
33

The brand view:
“Social platforms are going to
be a big boost for mobile
retargeting,”
Reggie Bradford, SVP of Product Development, Oracle

87% of marketers are buying
mobile ads on browser.
34

66% of marketers are buying
mobile ads in apps.
35

The agency view:
“The key for mobile is much
better targeting,”
- Barry Lowenthal, President, The Media Kitchen

The claim:
View-through is getting traction
in measuring the effectiveness
of retargeting campaigns

57% of marketers use a
combination of click-through
rates and view-through rates as
measurement for their
retargeting efforts.
36

31% of marketers use a view-
through rate only.
37

The average click-through rate
for display ads is 0.07
percent, and the average click-
through for retargeted ads is
about 0.7 percent.
38

retargeting
in-house.
39

39% of marketers outsource
retargeting to vendors.
40

The agency view:
“The industry has advanced to
the extent that we're already
able to measure our paid social
activity against business goals,”
Natalie Brokenham, SVP and Managing Partner of Digital,
Universal McCann’s

Download The State of The
Industry Retargeting Report at
chango.com/retargeting

40 Stats You Need To Know About Retargeting

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40 Stats You Need To Know About Retargeting