Have you ever looked for something online to later find the thing you were looking for following you everywhere on the web? I remember the first time this happened to me, I thought it was a coincidence or maybe a “sign” that I really should purchase that skirt, those cool shoes or take my kids to that cool new play zone.
The ads weren’t a coincidence but instead, aimed at me based on my Internet activity. The process is called Retargeting and it is one of the more effective digital advertising channels.
How Retartegeting Works
A small piece of code (also called a pixel) is inserted in a web page, landing page, or email. The user does not see the code but the cookie-based, java-script technology secretly follows the user around the internet and serves up ads based on behavior.
The most unique aspect is that the code can be delivered based on the buyer’s behavior. If a potential customer visits your site, loaded up a basket and didn’t check out, the item(s) can follow the customer around. Or if the potential customer just looked at an item on your site, you can still serve up ads. The code is customizable based on consumer behavior.
Retargeting is extremely effective because it serves up targeted ads to a group that has already shown interest in your product or service. This makes retargeting ads more effective than other digital channels based solely on demographics.
Interested in creating a retargeting campaign? Reach out on Linkedin.
By: Edan Gelt, MBA, CMD
With more than 20 years of diverse communications experience across various industries, offering insight on communications strategy, research, public relations, advertising, special events, social media, branding and more.
Edan Gelt holds a Bachelor of Science degree from Elmhurst College and an Executive MBA degree.