Chango Digiday Q4RetBarometer

8/13/2019 Chango Digiday Q4RetBarometer

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CHANGO.COM 2013 CHANGO. ALL RIGHTS RESERVED

TABLEOF CONTENTS

14 Wider Deployment BringsRange o Measures Into Play

15 Almost 50% O Respondents WillIncrease Their Retargeting Budget

16 Attribution, Effectiveness, &Targeting Top Issues FacingMarketers in the Next 24 Months

17 Heightened ConcernsAmongst Targeters

18 A Critical RelationshipThat Is Not Always Smooth

20 Conclusion

21 Additional Resources

1 Our Methodology

3 Retargeting Comes O Age

5 The Current Stateo Retargeting

6 Site Retargeting Leads,FBX and Email Uptake Grow

9 Deployed For ADiverse Set o Goals

11 Casting a Wider NetBeyond Revenue Generation

13 New Budgets Shrink asDedicated Spend Grow

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THE RETARGETINGB A R O M E T E R R E P O RT

CHANGO.COM 800 385 0607 | [email protected]

O C TO B E R 2 0 1 3 PRODUCED BY CHANGOP O W E R E D B Y D I G I D AY

1

OURMETHODOLOGY

Chango-Digidays Retargeting Barometer,Q4 2013 survey was managed and ieldedby Digiday, who reached out to almost 300media buyers located in the US, Canada,

and the UK. It was ielded rom Septemberto October 2013. Survey respondent incentivesinclude gi t certi icates and research reports.

The resulting report is part o Changos ongoingprogrammatic marketing e orts to analyze theindustrys key trends, highlight best practices,and benchmark key activities.

Our survey respondents can best be describedas a diverse group o pro essionals hailing rom awide range o companies and industries, ranging

rom media (the clear majority, at 36%) to retailers,autos & parts, inancial services, travel & leisureand beyond. Six out o ten are at the vice president,director or manager level or higher.

In terms o key area o responsibility, most servein either a media planning or marketing unction(51% and 26%, respectively) or are in strategic/senior management (10%). The relatively briecareer span o our respondents serves as areminder o the youth o retargeting as an industry

and, perhaps, requent turnover within the industry:55% o respondents have been in the ield or twoyears or less, while roughly the same number, 53%,have been with their current employer or the sametime duration only two years or less.

Dax Hamman is the Chie Revenue Officer,Chie Strategy Officer and Founding Memberat Chango and is based in San Francisco. Prior,Dax ounded and led the global iCrossing mediagroup, developing the concept o per ormancedisplay, an innovative planning strategy thatdrove signicant ROI rom display advertising orsome o the worlds largest and coolest brands.

Ben is VP o Marketing at Chango and is locatedin NYC. Prior to Chango, Ben led the digital mediapractice at GE Capital and re-energized owned,paid and earned media initiatives across thecompanys multiple businesses.

DAXHAMMAN

[email protected] @DAXHAMMAN

BENPLOMION

[email protected] @BENPLOMION
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2


Survey o 227 brand marketers and agencies (multiple choice), October 2013

INDUSTRIESREPRESENTED

MEDIA36% AUTO & PARTS 8.5%

MARKETING MEDIA PLANNING SR. MANAGEMENTOTHER ACCOUNT MANAGEMENT OPERATIONS CREATIVE

VP/DIRECTOR/MANAGER OTHER SVP/EVP/GMFOUNDER/OWNER/PARTNER C-LEVEL

FINANCIAL SERVICES 5.9%

TRAVEL & LEISURE5.5%

GENERAL R ETAILERS4.4%

TECHNOLOGY4.0%

FOOD & BEVERAGE:3.7%

HEALTH CARE3.7%

INSURANCE3.3%

TELECOMMUNICATIONS 2.6%

PERSONAL & HOUSEHOLD GOODS 1.8%

INDUSTRIAL GOODS & SERVICES1.5%

SOFTWARE & COMPUTER SERVICES 1.5%

BANKS 0.7%

FOOD & DRUG RETAILERS0.4%

OTHER 16.5%

JOB TITLE DEPARTMENT

25.9%

49.3%41.4%

4.1% 3.7% 1.5%

51.1%

10%

5.9%

4.4% 1.9% 0.7%

RESPONDENTS PROFILE


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3

RETARGETINGCOMES OF AGE

Retargeting - the process by which an ad istargeted to consumers based on their previousInternet actions - is growing up, and ast! Thatsthe unmistakable takeaway o this years surveyo marketers and agencies. Two years ago almosthal o survey respondents had to orm a newbudget to und their retargeting efforts. Earlier thisyear that number was down to 17%, and as o Q42013, that number was down to 8%! Combinedwiththe act that now one in ve marketers nowhas a dedicated budget or retargeting, it seemsclear that retargeting had become more matureas a marketing tactic.

How integrated is retargeting into the marketingmix and marketing mindset? When asked aboutwhere we are in the evolution o retargeting,respondents were loud and clear in their viewsthat the practice is not only standard but multi-

aceted. Based on a rating scale with 5.0 as amaximum rating that is roughly the equivalento strongly agree, respondents voted tothe tune o a 3.98 rating that retargeting isso standard that it is budgeted or regularly.Additionally, our respondents had strong

eelings about the diverse usage o retargeting,with a 3.96 rating indicating that retargeting


Retargeting is astandard practice

Retargeting has multipleacets.It is a lot more than

a way to drive consumersback to a website

Retargeting is stillvery much in the

experimental stage

Retargeting isnt yet astandard practice, but on

track to be one soon

1 2 3 4 5

TO WHAT EXTENT DO YOU AGREE OR DISAGREEWITH THE FOLLOWING STATEMENTS:

Chango RetargetingBarometer, Q2 2013

bit.ly/GU5aId

WHITEPAPERRESOURCE

RETARGETING ISNOW AS ESTABLISHEDAS SEM

ACQUISITIONMARKETING DIRECTOR,HOTEL CHAIN

3.98

3.96

2.52

2.34
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4


has multiple acets. This strong support oretargetings established roles was supportedby ancillary questions about retargeting beingexperimental and non standardized, which scoredmuch lower, at 2.52 and 2.34, respectively: In actnearly 50% o our respondents disagreed withboth o these statements.

And you can bet that marketers will be puttingtheir money where their mouths are, with 50%o our respondents stating that they will increasetheir budgets or retargeting over the nextsix months.

IF YOU COULD PICK ONE WORDTO DESCRIBE RETARGETING

WHAT WOULD IT BE?

EFFICIENTEFFECTIVE

SMARTER

NECESSARY

REMINDER

RE ENGAGEMENT

PERFORMANCE

RELEVANCY

USEFUL

COMPLEX

2419

6

6

5

5

4

4

4

3

Survey o 227 brand marketers andagencies (multiple choice), October 2013

Chango RetargetingBarometer, Q3 2012

bit.ly/17RD9Hq

WHITEPAPERRESOURCE

Quick highlights:

More than hal o respondents planto spend more on retargeting in 2014.

One in ve marketers now has adedicated budget or retargeting.

60% o respondents revealed theywere using both view-through andclick-through to measure the successo their retargeting campaigns.

28% o respondents cite the lacko integration with other marketinginitiatives as a challenge in adoptingretargeting. 27% cite transparencyas their second biggest challenge.
http://www.chango.com/mailto:[email protected]://bit.ly/17RD9Hqhttp://bit.ly/17RD9Hqhttp://bit.ly/17RD9Hqhttp://bit.ly/17RD9Hqmailto:[email protected]://www.chango.com/


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5

WHAT TYPES OF ONLINE MARKETING ACTIVITIES DO YOU USE IN ADDITION TO RETARGETING?

01 THE CURRENT STATEOF RETARGETING

The Consumers View OA Programmatic World

mklnd.com/GU5ery

FURTHERREADING

Even more so than when we conducted our Aprilsurvey, there is an abundance o online advertisingtactics that are currently used in addition toretargeting. Not surprisingly, virtually all marketersand agencies that participated in our survey rundisplay ad campaigns. With display at the top o the

list (albeit down seven percentage points versusApril 2013 to 93% o respondents versus 100%),the second most popular cross-media advertisingmedium is search engine marketing, which hasbecome even more popular in only six monthstime, with 84% o respondents saying they use

this tool versus 76% in April. Both social andvideo have shown large bumps up social rom67% to 72%, with video jumping rom 59% to71%. Perhaps the biggest shi t o all is in localadvertising, which more than doubled in the lastsix months, rom 19% to 42%. Other modalities

that were not part o the April survey include SEO(64%), email (55%), native (53%) and mobile SEO(35%). We suspect there could be even moreoptions or cross-media advertising by the timewe conduct our next retargeting survey.

DISPLAY

SEM

SOCIAL

VIDEO

MOBILE

SEO

EMAIL

CONTENT/NATIVE

LOCAL

MOBILE SEO


20% 40% 60% 80% 100%

2 YEARS AGO,THE MAJORITY OFOUR BUDGET WENTTO SEO, SEM AND

EMAIL MARKETING.DISPLAY IS NOW OURBIGGEST SPENDMANAGING DIRECTOR,INSURANCE COMPANY

93%

84.3%

71.6%

71.2%

69.4%

64.2%

55%

52.8%

41.5%

34.5%
http://www.chango.com/mailto:[email protected]://mklnd.com/GU5eryhttp://mklnd.com/GU5eryhttp://mklnd.com/GU5erymailto:[email protected]://www.chango.com/


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6


WHAT TYPES OF RETARGETING TACTICS DO YOU USE?

02 SITE RETARGETING LEADFBX AND EMAIL UPTAKE

As in our April report, we wanted to get abetter sense o the specic types o retargetingtactics that are currently in use in our industry.Not surprisingly, Site Retargeting - servinga brands ads to users who visited the brandswebsite but ailed to convert - remains the

best-known and most ubiquitous type oretargeting, use by 86% o respondents,

ollowed closely by Search Retargeting 1

at 75% o respondents.

Since the publication o our last retargetingreport only six short months ago (April 2013),usage o both FBX 2 and email retargeting 3 tacticshave experienced healthy increases, with FBXrising a ull 15 percentage points, rom 41% to56%, while email bumped up to 33% rom 25%.

Bear in mind that Facebook only released FBX ayear ago in September 2012. Social 4 (a tactic thatwas not measured in our April report) is used by36% o respondents, with Creative Retargeting 5 coming in at 26%.

I DONT THINKTHERES ONE FORM OFRETARGETING THAT WEHAVENT TRIED YETMEDIA BUYER,

AGENCY


100%

80%

60%

40%

20%

TOTAL

AGENCY

BRAND

SEARCHSITE FBX SOCIAL EMAIL CREATIVE OTHER

1Search Retargeting is the practice otargeting users with display ads basedon the keywords theyve searched orin Google, Yahoo! and Bing. SearchRetargeting brings in entirely newcustomers who have never visited

your site be ore.

2 Facebook Exchange (FBX) retargetingis a method that allows advertisers toserve Facebook ads to consumers basedon their previous behavior outside oFacebook. Some advertisers use FBXto retarget consumers who have alreadyvisited their sites. Other advertisersretarget prospects who have nevervisited their sites but have sea rched

or their products or services on Google,Yahoo! and Bing. Though they mayappear very similar to users, F BX adsshould not be con used with FacebookMarketplace ads. Marketplace ads arepurchased on a cost per click (CPC)basis, and the advertisers target basedon user prole data ound natively inFacebook. FBX ads, by contrast, arepurchased in a second priced d ynamicCPM (dCPM) auction.

3 Email retargeting was adopted earlyon by retailers. It involves sending an

email message to consumers who didnot complete the checkout process.

4 Social retargeting allows a dvertiser tosocial segmentation o brand inuencersand targets social look-alikes.

5 Creative retargeting allows advertisersto show an ad specically to consumerswho previously were exposed to orinteracted with the advertisers creativeeither on their site or on third-party sites.

9 2 .4 %

8 6 .2 %

7 2 . 5 %

7 8 . 8 %

6 2 . 5 %

5 5 . 5 %

5 5 . 3 %

5 9 .7 %

3 6 .4 %

3 4 .1 %

4 4 .4 %

3 3 .2 %

2 8 . 8 %

4 5 . 8 %

2 6 . 3 %

3 1 .2 %

1 6 .7 %

4 %

2 .4 %

6 . 9 %

7 7 . 8 %


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7

Finally, in our rst ever break out o responses romagencies and marketers, we see some interestingvariances. In the key area o search retargeting,marketers are employing the tactic less so thanagencies, at 63% and 79%, respectively, whilealso showing a signicantly higher use o FBX,Email and Social. Moving rom amiliarity withtactics to better understanding what channelsAgencies and Marketers are currently retargetingin, we again see the predominance o display.

Almost every survey respondent 94% iscurrently retargeting in display, with guresa touch higher (96%) or agencies and lower(88%) or marketers. A ar distant second issearch engine marketing, with 57% o surveyrespondents avoring this tactic. Measured

or the rst time, usage o mobile and videoor retargeting are roughly tied, at 36 and 37%

respectively. Interestingly, in the video category,agencies avor the medium ar more than do

WHICH OF THE FOLLOWING CHANNELS ARE YOU CURRENTLY RETARGETING IN?

100%

80%

60%

40%

20%

TOTALAGENCY

BRAND

DISPLAY SEM MOBILE VIDEO OTHER


The 7 Types oEffective Retargeting

bit.ly/17yl1mA

FURTHERREADING

9 5 . 9 %

9 3 .7 %

8 8 .4 %

5 7 .1 %

5 8 %

5 5 .1 %

3 6 .1 %

3 9 .1 %

2 9 %

3 7 .4 %

4 6 .2 %

1 5 . 9 %

2 . 9 %

2 .4 %

4 . 3 %
http://www.chango.com/mailto:[email protected]://bit.ly/17yl1mAhttp://bit.ly/17yl1mAhttp://bit.ly/17yl1mAhttp://bit.ly/17yl1mAmailto:[email protected]://www.chango.com/


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8


DO YOU HAVE SEPARATE RETARGETINGGOALS FOR YOUR MOBILE CONTENT?

YES NO

marketers, with 46% o agencies employingit but only 16% o marketers. It is important tonote that while usage o mobile as a channel

or retargeting is obviously growing, most (71%)

o survey respondents as o yet do not typicallyhave separate retargeting goals or mobile, withbrands on average hal as likely to have specicmobile retargeting goals as agencies.


70.8% 66.9% 80.6%

29.2%33.1%

19.4%

TOTAL AGENCY BRAND


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03 DEPLOYED FOR ADIVERSE SET OF GOALS

Site Retargeting the serving o a brands ads tousers who visited the brands website but ailedto convert - is the best-known, most applied typeo retargeting.

Signicantly, while on our Q2 2013 report weound a predominant ocus on marketers and

agencies use o site retargeting to increaserevenue, the emphasis now seems to haveshi ted to a more diverse set o goals.

Top 10Retargeting Tips

bit.ly/1dj1Kbp

FURTHERREADING

WHAT IS YOUR PRIMARY SITE RETARGETING GOAL?

BRAND

REVENUE

NEW

CUSTOMERS

ON SITE

ENGAGEMENT

BRAND

AWARENESS

CUSTOMERS

FROMCOMPETITORS

NO SITE

RETARGETINGIN USE


50%

40%

30%

20%

10%

TOTALAGENCY

BRAND

3 3 .2 %

3 3 .7 %

3 1 . 9 %

3 3 .2 %

2 7 .2 %

1 6 %

1 9 . 5 %

1 1 . 8 %

1 2 .4 %

1 0 .1 %

2 . 9 %

2 . 9 %

3 . 6 %

3 . 6 %1 .4

%

1 .4 %

7 .2 %

4 7 . 8 %
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Among primary site retargeting goals areincreasing brand revenue and acquiring newcustomers (at 33% each), with additional ocuson increasing both site engagement (16%) andincreasing brand awareness (12%). Signicantly,marketers are more likely (+15 percentage points)

to use site retargeting to acquire customers.

Despite tremendous adoption and usage, siteretargeting is not without its issues, with almostone-third o respondents calling out integrationwith other marketing efforts, lack o transparency,and per ormance as key challenges in usingsite retargeting.

WHAT ARE THE CHALLENGES OF USING SITE RETARGETING?


WHILE RETARGETINGTECHNIQUESDELIVER RESULTS,ITS IMPORTANT FORRETAILERS TO KNOWTHE DIFFERENCEBETWEEN A HELPFULREMINDER AND A FULLSCALE BOMBARDMENTMARKETING MANAGER,TOP 500 RETAILER

5% 10% 15% 20% 25% 30%

Integration with othermarketing initiatives

Lack o transparency

Per ormanceNewer techniques

not ully understoodBenets compared to other

types o retargeting

Lack o budget/time

Design o creative

No search retargetingat this point in time

27.7%

27.2%

26.4%

23.8%

18.3%

15.3%

15.3%

12.3%


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11

04 CASTING A WIDER NETBEYOND REVENUE GENE

WHAT IS YOUR PRIMARY SEARCH RETARGETING GOAL?

Search Retargeting - the practice o targetingusers with display ads based on the keywordstheyve searched or in Google, Yahoo! andBing - has proven in the past to be a great tool

or bringing entirely new customers who havenever be ore visited your site. Not surprisingly,

in our April 2013 study we ound a tremendousocus on search retargeting as a revenue

generation tool. In keeping with an overall trendo diversication, we now see that agenciesand brands are using search retargeting to casta wider net. So while options like Increasing


34.9%

23.1%

16.8%

10.9%

10.1%

4.2%

INCREASE BRAND AWARENESS

INCREASE BRAND REVENUE

ACQUIRE NEW CUSTOMERS

INCREASE ON-SITE ENGAGEMENT

CONQUEST CUSTOMERS FROM COMPETITORS

DONT USE SEARCH RETARGETING

JUST LIKETRADITIONAL SEARCH,SEARCH RETARGETINGTAKES ADVANTAGEOF USER INTENT.SEM MANAGER,EDUCATION INDUSTRY


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12


Marketers Turn to SearchRetargeting or Branding,Direct Response Goals

bit.ly/19Rnto9

FURTHERREADING

WHAT ARE THE CHALLENGES OF USING SEARCH RETARGETING?

Brand Revenue (23%) and Acquiring NewCustomers (11%) remain important, IncreasingBrand Awareness (at 35%) is now the numberone goal according to our respondents. As withsite retargeting, top challenges respondentscalled out here included integration with other

marketing efforts and lack o transparency,adding concerns around the benets o searchretargeting relative to other types o retargeting(26%), and not ully understanding how to usethe technique (24%).


5% 10% 15% 20% 25% 30%

Integration with othermarketing initiatives

Lack o transparency

Per ormance

Newer techniquesnot ully understood

Benets compared to othertypes o retargeting

Lack o budget/time

Design o creative

No search retargetingat this point in time

28.2%

26.1%

25.6%

23.5%

15.8%

15%

14.5%

10.3%
http://www.chango.com/mailto:[email protected]://bit.ly/19Rnto9http://bit.ly/19Rnto9http://bit.ly/19Rnto9http://bit.ly/19Rnto9http://bit.ly/19Rnto9mailto:[email protected]://www.chango.com/


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13

05 NEW BUDGETS SHRINKDEDICATED SPEND GROW

A Fresh LookAt Retargeting

bit.ly/11CBxCj

FURTHERREADING

RETARGETING HASITS OWN BUDGET ANDMAKES UP A MAJORITYOF OUR DISPLAY SPEND

VP MARKETING,FINANCIAL INSTITUTION

Sources o budget or retargeting all into veprimary categories, with the rst, other displaychannels/tactics dominating our results at 34%.This is precisely the same result derived romour survey in April 2013. The next two sources,roughly tied at 21 and 20%, respectively, are

dedicated budget and other online marketing.

Last, in some but not many cases, there isa new budget that is presumably dedicatedto retargeting. Two years ago, almost hal osurvey respondents had to orm a new budget

to und their retargeting efforts. Earlier this yearthat number was down to 17%, and as o Q42013, it was down to 8%! Combined with the

act that now one in ve marketers now has adedicated budget or retargeting, it seems clearthat retargeting has become more mature as a

marketing tactic.

Only a hand ul o survey participants pointedto other offline marketing as the pocket romwhich retargeting budget was picked, at 1.3%o the total.


WHERE DOES YOUR RETARGETING BUDGET COME FROM?

34.1%

21.4%

19.7%

15.3%

8.3%

1.3%

OTHER DISPLAY CHANNELS/TACTICS

RETARGETING HAS ITS OWN BUDGET

SEM BUDGET

NEW BUDGET

OTHER OFFLINE MARKETING

OTHER ONLINE MARKETING
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14


WHAT TYPE OF MEASUREMENT ATTRIBUTIONDO YOU USE FOR RETARGETING?

06 WIDER DEPLOYMENT BRRANGE OF MEASURES INT

View-Through AttributionExposed, What LastTouch Isnt Telling You

bit.ly/17yl7uw

FURTHERREADING

VIEW THROUGH ISBETTER UNDERSTOODNOW THAN IT WASTWO YEARS AGO. WHOWANTS TO EXPLAINTO HIS/HER BOSS WHYDISPLAY CONVERSIONSBOTTOMED OUT LASTMONTH, BECAUSEBRANDED SEARCHWAS GETTINGTHE LAST CLICKCONVERSION CREDIT?MEDIA BUYER,

AGENCY

Measurement attribution has shown quitea bit o movement since our April report .60% o respondents to our current surveyuse Click-through & View-through. Those usingClick-through only totaled 26%, up our points

rom April, and View-through, which did not

even appear as a result in our last survey,is used by a little over 5% o participants in

this current survey. There is a airly large chunko other types o measurement attribution(8%), among them monitored/Google Analyticsand multi-touch attribution (MTA). The key takeaway here: As retargeting has become moreestablished in the marketing mix, it is being

used or a wider array o objectives andevaluated through a wider set o metrics.


60.3%26.2%

8.3%

5.2%

CLICK-THROUGH & VIEW-THROUGH

CLICK-THROUGH

VIEW-THROUGH

OTHER
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15

07

OUR RETARGETINGSPEND WILL INCREASEACROSS THE BOARD

IN 2014MEDIA PLANNER,

APPAREL BRAND

The Rise OProgrammatic Marketing

bit.ly/1ewS0Nc

FURTHERREADING

In our Q2 2013 survey we ound healthy growthpredicted or FBX Retargeting, Site Retargetingand Search, with 60%, 54%, and 53% o respondents,respectively, predicting budget increases in theseareas. This time around, when we asked respondentsi they saw budgets here increasing, staying the

same or decreasing over the next six months we sawsimilar results. Site retargeting was the clear winnerwith 52% o respondents predicting an increase tobudgets, 43% saying they would stay put at currentlevels, and 3% saying they would decrease spend.

FBX retargeting came in a close second with 49%o respondent predicting an increase to budgets(but 5% said they would decrease spend).

Lastly, search retargeting had 48% o respondentspredicting an increase to budgets, and 40% sayingthey would stay put at current levels, and only1% saying they would decrease spend. The bottomline: Retargeting continues to win more and morespend directed to its various tactics, a trend that willcontinue into 2014 and beyond.


NOW WE WOULD LIKE TO ASK YOU ABOUT YOUR SPENDING LEVELSFOR THE FOLLOW TYPES OF RETARGETING, AND IF YOU SEE YOUR BUDGETSFOR THESE APPROACHES INCREASING, STAYING THE SAME OR DECREASING

OVER THE NEXT 6 MONTHS.

INCREASING STAYING THE SAME DECREASING N/A

43.1%

40%

26.1%

52% 48.4%

10.2%

49.1%

19.8%

SITE SEARCH FBX

2.7% 1.3%

5%

2.2%

ALMOST 50% OF RESPONDWILL INCREASE THEIRRETARGETING BUDGET
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16


STOP WASTINGMONEY ONRETARGETING(AND STOP ANNOYING YOUR CONSUMERS),I FEEL THERE ARESTILL TOO MANYBRANDS THATDO NOT SETFREQUENCY CAPSSENIOR DIRECTOR,

AGENCY

08 ATTRIBUTION, EFFECTIVE& TARGETING TOP ISSUESMARKETERS IN THE NEXT

The GreatRetargeting Fakers

bit.ly/19QjZoc

FURTHERREADING

1 2 3 4 5

PLEASE RANK THE IMPORTANCE OF THE FOLLOWINGISSUES OVER THE NEXT 24 MONTHS

ATTRIBUTION ANALYTICS

AD EFFECTIVENESS

TARGETING & RETARGETING

BRAND SAFETY

VIEWABILITY

PRIVACY

PROGRAMMATIC MARKETING

PACE OF CHANGE

MARKETING AUTOMATION

CAMPAIGN RATINGS

ONLINE GRPS


In an effort to tap into bigger picture issuesin the retargeting space, we presented surveyparticipants with eleven broad issues and askedthem to rate how important they thought eachwould be in the coming 24 months. Our goalwas to take the pulse o the survey populationon these issues to the extent that can becaptured in one number that reects all answers,

with a 1 meaning Not at all important and a 5meaning Extremely important.

A clear hierarchy o concerns emerged, withthree issues topping the list: Attribution

analytics, with a total score o 4.19, Ad effectivenessat 4.12 and Targeting & retargeting at 4.10. Belowthe 4.0 levels, there are a ew groupings o issuesby importance ranking. In the 3.8 level all BrandSa ety and Viewability. A notch urther down the listo concerns is Privacy and Programmatic marketing/buying, each at 3.44. O slightly less concern: Paceo change (3.34), Marketing automation (3.33) and

Campaign ratings (3.28). Online GRPs did not causemuch o a ruffle, at only 2.99.

4.194.12

4.10

3.83

3.79

3.44

3.44

3.34

3.33

3.28

2.99
http://www.chango.com/mailto:[email protected]://bit.ly/19QjZochttp://bit.ly/19QjZochttp://bit.ly/19QjZocmailto:[email protected]://www.chango.com/


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17

HOW LIKELY DO YOU THINK IT IS THAT THE US GOVERNMENT COULDGET MORE INVOLVED IN MONITORING AND LEGISLATING ONLINE

PRIVACY AND COOKIE USAGE?

09 HEIGHTENED CONCERNSAMONGST TARGETERS

While Privacy was in the third tier in terms oimportant industry issues, we posed a questionto survey respondents specic to the USgovernment and how likely it was that it could

get more involved in monitoring online privacyand cookie usage. A ull 63% o respondentssaid it was either likely or very likely that the U.S.

government could get more involved in thissort o practice. Only 21% viewed this as anunlikely scenario, while not a soul viewed itas extremely unlikely. This sel -awareness o

the issue is reected in the numerous effortsthe Industry is working on that will increasetransparency and privacy.


53.8%

21.2%

15.4%

9.6%

LIKELY

UNLIKELY

EXTREMELY LIKELY

NEITHER LIKELY OR UNLIKELY

The Consumers View OA Programmatic World

selnd.com/19 adwS

FURTHERREADING

THE GOOD NEWS IS THEINDUSTRY HAS DONE APRETTY GOOD JOB SELFREGULATING ITSELFDIRECTOR,TELECOM COMPANY
http://www.chango.com/mailto:[email protected]://selnd.com/19fadwShttp://selnd.com/19fadwShttp://selnd.com/19fadwShttp://selnd.com/19fadwSmailto:[email protected]://www.chango.com/


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18


SOMEWHAT

VERY

NOT

SLIGHTLY

10 A CRITICAL RELATIONSHTHAT IS NOT ALWAYS SMO

PLEASE RANK YOUR OVERALL SATISFACTION WITH THE RETARGETING VENDORS YOU HAVE WORKED WITH TO THIS POINT IN TIME

Working directly with ones retargeting vendoris the industry norm, according to six in teno the marketers/agencies we surveyed, anincrease o ve percentage points rom the

results o our survey six months ago. A muchsmaller 16%, works with the vendors eitherthrough an agency or, also at 16%, in varying

ashions depending on the project. A smallbalance

work through a third party other than an agency.

The waters are somewhat troubled, however,beneath the bridge between vendors and

their clients: Overall satis action o marketersand agencies with their vendors is surprisinglymediocre. Only 25% o respondents reportthemselves to be very satised with thevendors they have worked with, with thevast majority 56% expressing only a


17.3%

55.8%

25%

1.9%

WHEN VENDORS DONOT DISCLOSE WHERE YOUR ADS RUN, YOUKNOW YOU ARE BEINGRIPPED OFFMARKETINGOPERATIONS ASSISTANT,CPG BRAND


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19

somewhat satised sentiment.Fully 17% are only slightly satised, a 2%sliver has not been satised at all, and notone respondent said he or she was extremelysatised with the experience.

Issues abound when marketers and agenciesselect ad technology vendors. Number oneamong them is that there are too many vendorsselling the same product. Almost one-hal osurvey participants cited this as the issue theystruggle with most. Interestingly, there is a

vast distance between the percentage o olksin agencies who are in this camp (55%) andmarketers (30%).

Two issues that essentially come in tied orthe degree o degree o headache they cause

are lack o transparency (selected as the issuemost struggled with by 18% o participants) and

justication o cost (at 16%). Not ar behind,at 13%, is the idea that there are just too manyplayers to keep track o , an issue amiliar todigital marketers.


WHEN SELECTING ANY AD TECHNOLOGY VENDORS, WHICH OF THEFOLLOWING ISSUES DO YOU STRUGGLE WITH MOST?

47.5%

17.9%

16.1%

12.6%

2.7%3.1%

TOO MANY VENDORS SELLING THE SAME THING

LACK OF TRANSPARENCY

HARD TO KEEP TRACK OF ALL THE PLAYERS

INERTIA

COMMITMENT TO LEGACY VENDORS

JUSTIFYING COST

$6k For A Pixel...Welcome To 2012

bit.ly/1 IF0Hx

FURTHERREADING
http://www.chango.com/mailto:[email protected]://bit.ly/1fIF0Hxhttp://bit.ly/1fIF0Hxhttp://bit.ly/1fIF0Hxhttp://bit.ly/1fIF0Hxmailto:[email protected]://www.chango.com/


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11 CONCLUSION

Like many transitions rom awkward adolescenceto adulthood, opportunities and challengesabound or retargeting. Measurement attribution,

or example, has shown quite a bit o movementsince our April report. As retargeting has becomemore established in the marketing mix, it is beingused or a wider array o objectives and evaluatedthrough a wider set o metrics then simply click-through or view-throughs.

There is no doubt that retargeting has madetremendous progress since we rst startedpublishing our Retargeting Barometer Reportback in 2012.

And despite the challenges acing retargetingspecically and the online ad business generally,we eel that our latest 2013 Bi-annual Report

paints an accurate picture o an industry enjoyingtremendous adoption, usage, excitement, andROI among its practitioners.

When we asked participants in our survey topick one word to describe retargeting, theydid not pick words like con using, pain ul, timeconsuming, or difficult. Despite the newness oretargeting as a practice and rapid evolution othe space, they predominately choose words likeefficient, effective, smarter, use ul and necessary.We couldnt agree more. Happy retargeting!

RETARGETINGIS THE BESTPERFORMINGTACTIC IN MYMEDIA PLAN.MEDIA PLANNER,

AGENCY


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THE RETARGETINGBAROMETER REPORT


OCTOBER 2013 PRODUCED BY CHANGOPOWERED BY DIGIDAY

21

ADDITIONALRESOURCES

Retargeting or RetailersExposed: Driving MoreDollars

bit.ly/1a8RDaT

Chango Retargeting Barometer:What Marketers and AgenciesReally Think o Retargeting

bit.ly/GU5aId

The Facebook ExchangeHandbook: Everything themarketer needs to knowabout FBX

bit.ly/GYrqRh

The ProgrammaticMarketing Opportunity

bit.ly/H6QYMw

Advanced Retargeting Types

bit.ly/19XdttN

The Fbx NewsFeed Opportunity

bit.ly/175cCKW

Retargeting Is Not WhatYou Think

bit.ly/ChangoWebinar1

View-Through AttributionExposed: What Last-TouchIsnt Telling You

bit.ly/17yl7uw

Retargeting Exposed: NotAnother Whitepaper AboutRetargeting

bit.ly/19oMwCg

The Data Management

Plat orm: Foundation or Right-Time Customer Engagement

bit.ly/1ca8D3L

WHITEPAPERS & HANDBOOKS WEBINARS

FURTHER READING

Why Every planner Wants ToBe A Programmatic Buyer

bit.ly/16pkCCP

Comparing the Top 4Retargeting Companies

bit.ly/ChangoFBX17

The Lasting Problem WithLast Touch

bit.ly/1d9c3Dt

Facebook Unveils The MostPower ul Ads O All Time

bit.ly/1a1fQy
http://www.chango.com/mailto:[email protected]://bit.ly/1a8RDaThttp://bit.ly/1a8RDaThttp://bit.ly/GU5aIdhttp://bit.ly/GYrqRhhttp://bit.ly/GYrqRhhttp://bit.ly/H6QYMwhttp://bit.ly/H6QYMwhttp://bit.ly/19XdttNhttp://bit.ly/175cCKWhttp://bit.ly/ChangoWebinar1http://bit.ly/1a8RDaThttp://bit.ly/1a8RDaThttp://bit.ly/17yl7uwhttp://bit.ly/19oMwCghttp://bit.ly/19oMwCghttp://bit.ly/1ca8D3Lhttp://bit.ly/1ca8D3Lhttp://bit.ly/16pkCCPhttp://bit.ly/barometer15http://bit.ly/barometer15http://bit.ly/ChangoFBX17http://bit.ly/1d9c3Dthttp://bit.ly/1a1fbQyhttp://bit.ly/1a1fbQyhttp://bit.ly/1d9c3Dthttp://bit.ly/ChangoFBX17http://bit.ly/barometer15http://bit.ly/16pkCCPhttp://bit.ly/1ca8D3Lhttp://bit.ly/1ca8D3Lhttp://bit.ly/19oMwCghttp://bit.ly/19oMwCghttp://bit.ly/17yl7uwhttp://bit.ly/1a8RDaThttp://bit.ly/ChangoWebinar1http://bit.ly/175cCKWhttp://bit.ly/19XdttNhttp://bit.ly/H6QYMwhttp://bit.ly/H6QYMwhttp://bit.ly/GYrqRhhttp://bit.ly/GYrqRhhttp://bit.ly/GU5aIdhttp://bit.ly/1a8RDaThttp://bit.ly/1a8RDaTmailto:[email protected]://www.chango.com/


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http://www.chango.com/programmaticmind

Chango Digiday Q4RetBarometer

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