Toronto-based demand-side platform Chango has released an extensive report on retargeting, a programmatic tactic where advertisers sends customized ads and offers to viewers who have looked at products or webpages. The study highlights challenges in retargeting on mobile devices, and claims that social media platforms’ ad exchanges, like FBX and Twitter’s Tailored Audiences, are an integral part of the solution.
Here’s a snippet from the report’s summary:
The study, commissioned by Chango and fielded by Digiday, asked 400 media buyers, agency executives and brand executives how they use retargeting and how social and mobile now fit into the equation. About 41 percent of both brands and agencies indicated that social media ad exchanges are “key” to retargeting on mobile devices. (Many of those who said social exchanges aren’t the key to mobile success, suggested it as the word “key” that gave them pause.) In addition to serving as a workaround to the cookie problem, these exchanges have the power to reach users wherever they are — and on every device.
It’s no surprise, then, that advertisers and their agencies are spending more money on paid social. About 67 percent of buyers are now using Facebook’s FBX exchange to reach consumers, while 38 percent of buyers have tried Twitter’s Tailored Audiences. …
In addition to highlighting the rise of social exchanges for mobile retargeting, the Chango/Digiday survey found that retargeting as a general tactic continues to be very popular among brands and agencies. Some 56 percent of brands and agencies now rely on retargeting to acquire new customers, while 42 percent use it to build brand awareness and increase direct revenue. Interestingly, 11 percent of brands and 7 percent of agencies use retargeting to acquire their competitors’ customers.
Check out the full report here.