Chango Digiday Q4RetBarometer
Transcript of 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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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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THE RETARGETINGB A R O M E T E R R E P O RT
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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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
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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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THE RETARGETINGB A R O M E T E R R E P O RT
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.
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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
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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%
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THE RETARGETINGB A R O M E T E R R E P O RT
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
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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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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
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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 %
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THE RETARGETINGB A R O M E T E R R E P O RT
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.
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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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THE RETARGETINGB A R O M E T E R R E P O RT
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?
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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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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
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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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THE RETARGETINGB A R O M E T E R R E P O RT
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%).
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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%
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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.
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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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THE RETARGETINGB A R O M E T E R R E P O RT
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.
Survey o 227 brand marketers and agencies (multiple choice), October 2013
60.3%26.2%
8.3%
5.2%
CLICK-THROUGH & VIEW-THROUGH
CLICK-THROUGH
VIEW-THROUGH
OTHER
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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.
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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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THE RETARGETINGB A R O M E T E R R E P O RT
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
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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
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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.
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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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THE RETARGETINGB A R O M E T E R R E P O RT
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
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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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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.
Survey o 227 brand marketers and agencies (multiple choice), October 2013
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
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THE RETARGETINGB A R O M E T E R R E P O RT
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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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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