Nanigans offers software for running performance-based ads, where the advertiser is promoting a call to action like downloading a coupon or filling out a form. The ads are employed to acquire new customers, and sometimes to retarget them after they’ve left a retailer’s site.
This week, the Boston-based company is releasing a survey that finds retargeting isn’t working as well as it should.
“The Reality of Retargeting” study digested responses from more than a thousand US-based consumers selected through Google’s consumer survey tool and more than a hundred US-based retail and e-commerce ad execs. The consumers made an online purchase in the last six months and previously noticed retargeted ads, while the advertisers work at e-commerce firms or retailers and have the title of director or above.
And, according to the report, “Everyone agrees retargeting is broken.”
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.