12/21/2023 0 Comments Sooner than or sooner then![]() ![]() The range was wide, with some customers seeing zero ads over the entire period and some seeing up to 15 per day, every day. The professors created different categories of “frequency caps,” or the maximum number of retargeted ads that each customer would see during the four-week experiment. ![]() BuildDirect employs multiple platforms for its retargeting campaigns, but this study focused on its use of Google’s DoubleClick, which tracks users through a combination of cookies and Google user IDs. They designed an experiment to measure the effectiveness of various retargeting campaigns on more than 230,000 visitors to, a Canada-based retailer that sells home-improvement products, mostly to customers in the United States. In a recent study, Stanford Graduate School of Business marketing professors Navdeep Sahni and Sridhar Narayanan set out to answer those questions and more. ![]() For instance, should a retailer use one retargeting strategy for visitors who merely look at a product on its website and a different strategy for those who add items to their digital “shopping carts” but stop short of making a purchase? And when should the retargeting campaign start - immediately after the visit or weeks later? And then how long should it last? One week? Four? Retarget Early, Retarget Often The ads can be from the original vendor or one of its competitors.Īnd they work - recent surveys have shown that some marketers are spending more than half of their digital ad budgets on retargeting.īut many questions remain about how to deploy such ads effectively. It works like this: When you visit an online store, the vendor places on your browser a cookie that ad exchanges can detect and use to push related ads onto other websites you visit or social media apps you use. In the world of online marketing, this is known as “retargeted” advertising, and it has become ubiquitous. | iStock/Nattakorn ManeeratĪt this point, no online shoppers should be surprised if they go sniffing around the internet for, say, a new handbag and find themselves, in the days and weeks following, besieged by handbag ads wherever they go on the internet. In a study of more than 230,000 visitors to an online retailer, researchers found that “retargeted” advertising works best when it starts quickly. ![]()
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