Remarketing/Retargeting Rated Most Under-Utilized Technology
SHERMAN OAKS, Calif. – There’s plenty of untapped opportunity for retargeting in online advertising. That is one of the key findings of a recent joint survey of online marketing professionals by Advertise.com, a premier platform for search and display advertising, and SEMPO, the Search Engine Marketing Professional Organization.
In the survey of specialized marketers conducted in August 2009, 46.3 percent of respondents noted that remarketing, also known as retargeting, is the online marketing technology they feel is most under-utilized. Complete responses regarding which online marketing technologies are under-utilized include:
Remarketing/Retargeting – 46.3 percent
Geo-targeting – 18.3 percent
Traffic source optimization – 15.9 percent
Keyword targeting – 13.4 percent
Other – 3.7 percent
Category targeting – 2.4 percent
When asked whether they have utilized display remarketing in their online advertising either now in the past, responses included:
No – 69.5 percent
Yes – 30.5 percent
For those who answered “Yes” a majority — 53.1 percent — further responded that display remarketing made their advertising more impactful.
Other survey highlights:
On the topic of local search, 81.7 percent of participants indicated that they implement local search advertising campaigns online.
The forms of online advertising which provide the best ROI include:
Search – 70.7 percent
Cost-per-action (CPA) – 14.6 percent
Email – 6.1 percent
Social – 3.7 percent
Other – 2.4 percent
How do survey participants utilize CPA in their online advertising strategy?
To drive sales leads – 52.4 percent
To drive traffic to a site – 13.4 percent
To drive brand awareness – 6.1 percent
Other – 1.2 percent
Do not utilize CPA in online advertising strategy – 26.8 percent
“As online advertising continues to grow, newer technologies are recognized and evaluated against the more traditional approaches,” said Daniel Yomtobian, founder and CEO of Advertise.com. “We’re interested in taking a closer look at why Remarketing is underutilized. We know that retargeting can boost ad response up to 400 percent so it’s definitely something online advertisers need to stay informed about and use more strategically.”
“As the industry matures, SEMPO recognizes that new technologies and tactics, such as retargeting, will become increasingly important to the search marketer,” said Sara Holoubek, SEMPO president. “We look forward to a fruitful industry discussion on how search and Remarketing can best be married for maximum ROI.”
Advertise.com provides marketers with a one-stop-shop for all of their digital marketing needs, reaching a wide audience through premium traffic sources and an exclusive publisher network. Advertise.com offers advertisers multiple integrated programs, including PPC, CPA, contextual targeting, and display ads.
About the Search Engine Marketing Professional Organization (SEMPO)
SEMPO’s purpose is to provide a foundation for industry growth through building stronger relationships, fostering awareness, providing education, promoting the industry, generating research, and creating a better understanding of search and its role in marketing. SEMPO’s membership represents thousands in 40 countries. The organization exemplifies the common interests of companies and consultants worldwide and provides them with a voice in the marketplace. SEMPO’s education and outreach initiatives are funded in part by Yahoo!, Google, Superpages.com, SMX, Search Engine Strategies, and MediaPost.
Advertise.com is a premier platform for search and display marketing that enables advertisers to reach a wider audience through our exclusive network of search engines and publisher properties. We have been leading the charge in online advertising since 2001, connecting thousands of advertisers with millions of consumers every day – now delivering more than 10 billion ad impressions each month. 
Offering a range of high-quality pay-per-click advertising, contextual targeting, and banner ad opportunities, Advertise.com is focused on providing the most effective, most affordable, and easiest-to-use search-and-display advertising platform in the industry. Advertise.com Metrics Impression Count, March 2009