Search Results for: retargeted ad

Retargeted Ads Or Retarded Ads?

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… surfing history by looking at the ads around me. http://t.co/unMS9vMRSQ
— GTM360 (@GTM360) November 28, 2013

Nowadays, I see Retargeted Ads even after I’ve made a purchase. This goes against the basic purpose of Retargeted Ads to bring back unconverted visitors. Therefore, they deserve the monicker “retarded ads”, as my friend and ex-colleague Ganesh Ramakrishnan calls them.  
Now, that’s me talking as a consumer.
Amazon’s Retargeted Ad
In my professional life as a marketer, I find retargeted ads awesome. They consistently deliver excellent bang for the ad buck on many of my company’s …

Digital Ads: Whose Preference Is It Anyway?

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… in the context of digital advertising.
Google Retargeted Ads
I’m amazed that the controversy over Retargeted Ads simply refuses to die down!
For the uninitiated, Retargeted Ads are ads for brands that chase you all over the Internet after you’ve visited their websites or googled them. More at Retargeted Ads Or Retarded Ads?.
The author claims that consumers hate retargeted ads i.e. have strong negative preference for them.
That strongly dissonates with our experience of running retargeted ad campaigns and reams of anecdata on the topic.
For one, if consumers really hated retargeted ads, they wouldn’t …

Perils Of Blind Retargeting

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Since the time I published Retargeted Ads or Retarded Ads, I’ve come across many more retargeted ads exhibiting retarded behavior.
Take for example the ones from Cleartrip.
Well after I’d booked my tickets on its portal, I kept seeing its retargeted ads. I hinted to the OTA that it could try setting frequency caps on its campaign so that it doesn’t waste money or invite my ire by stupidly retargeting me even after I’ve converted. I got an apology from someone in Cleartrip and stopped seeing its retargeted ads. But the relief was fleeting. The moment …

3 Ways To Get Approvals For Case Studies From Reluctant Customers

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… the ROAS (Return On Advertising Spend) delivered by various channels was as follows:

Retargeted Ads: 30
Search Engine Marketing: 14
Email Marketing: 12
Social Media Marketing: 5

We wrote up the case study with the following two variants of the benefit statement:

Statement A (Identified): Ms. Jane Doe, the head of marketing of ACME Bank, found that Retargeted Ad delivered an ROAS of 30, which was 2X of their next best performing channel.
Statement B (Masked): The head of marketing of a leading Bank found that Retargeted Ad delivered an ROAS of 30, which was 2X of their next best

Uber Masters Abandoner Remarketing

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… subject to surge pricing or not.
At least 50% of the B2C – and 90% of B2B brands – I come across regularly don’t provide any evidence of even tracking conversions, let alone employ remarketing techniques to win back their abandoners. Most of the others that do take abandonments seriously use Retargeted Ads to remarket to people who fail to convert.
But not Uber.
The world’s largest rideshare company uses a combination of cross-sells and special deals – herewith termed “targeted offers” for the sake of convenience – to remarket to its abandoners.
During the week week following my spate of …

Don’t Blame Google For Everything

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… Bing or many other Google alternatives without incurring any cost.
Second, the writer incorrectly blames Google’s new privacy policy for ads that keep “popping up no matter what website you surf, no matter where?”. Such ads are called “retargeted ads”. Apart from Google, there are many other providers of retargeted ads such as Bizo in B2B and ReTargeter and TellApart in B2C. These ads use cookie technology to do their job and don’t need personally identifiable information (PII) gathered by Google via its new privacy policy.

Third, by claiming that Google will show job ads to people who …

How Do Banks Benefit From Auto Bill Pay?

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… credit card is used every time and *they* get to earn the mouthwatering revenues every month.
In the above example, had I set up my electricity bill for auto bill pay, my bank would have known about the outsized bill before me. Accordingly, it could have displayed the power-sniffer targeted ad along with the bill. That ad might have an even higher conversion rate than the one it sends after I pay the bill.

As you can see, there are several benefits of bill pay and auto bill pay – for the bank.
In marketing, you always focus on the …

Ten Revolutionary Things About AI - Part 1

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… jumped to the conclusion that data is the new oil only for Google, Facebook / Meta and other ad techs that run targeted ads on top of it (but not for the guy to whom the data belongs). Since we haven’t heard any stories of individuals becoming generationally rich by selling their personal data, my knee jerk decision has aged well.
GenAI might change that. In the last three months or so, Reddit, Axel Springer, and a few other publishers have reported data deals with OpenAI, Google and a string of other Gen AI companies. For example, Reddit stands …

How Do Banks Make Money From Credit Card Business?

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… have premium credit cards on which annual fees can run into three figures.
Interchange / MDR fees charged to merchants for giving them the privilege of accepting credit card payments. MDR is in the 2-3% range. See How To Fight Surcharge And Take #CashlessIndia To Next Level for more details.
Ad revenues generated from advertisers for targeting credit cardholders with targeted offers. Crafted off of credit card spend data, targeted ads have a higher conversion rate than virtually any other type of ads since they not only signify purchase intent but purchasing power and purchase history unlike conventional ads like …

InCREDible Rise Of CRED

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… used to receiving inserts in their statements carrying offers for consumer goods (think electric shaver, mixer grinders, flat screen TVs). Typically, the same inserts are stuffed into every credit cardholder’s envelopes. In other words, they’re “spam”.
Platforms like Cardlytics offer brands a way to eschew spam and create targeted offers off of credit card transaction data, such as the one shown in the following exhibit.

Targeted Ad Based On Credit Card Transaction Data
I put several hotel rooms on my credit card one month. The next month, I get a “30% OFF” coupon from AirBnB for staying at …