Nanigans, releasing a survey showing that retargeting is ‘broken,’ pitches its solution
Both consumers and marketers are unhappy with follow-up ads, but the Boston-based firm contends that better measurement and prediction are the answers.
Nanigans offers software for running performance-based ads, where the advertiser is promoting a call to action like downloading a coupon or filling out a form. The ads are employed to acquire new customers, and sometimes to retarget them after they’ve left a retailer’s site.
This week, the Boston-based company is releasing a survey that finds retargeting isn’t working as well as it should.
“The Reality of Retargeting” study digested responses from more than a thousand US-based consumers selected through Google’s consumer survey tool and more than a hundred US-based retail and e-commerce ad execs. The consumers made an online purchase in the last six months and previously noticed retargeted ads, while the advertisers work at e-commerce firms or retailers and have the title of director or above.
And, according to the report, “Everyone agrees retargeting is broken.”