Retargeting
DefinitionPaid Media
Retargeting
Showing ads to people who already visited, browsed or abandoned - re-entering the conversation their behaviour started. Cheap and high-converting on paper, chronically over-credited in practice: many retargeted buyers were coming back anyway, so cap frequency and test incrementality. Remarketing is the same idea, historically via email lists.
Evidence from the library
Performance advertising mostly directs people to brands they have already chosenPrinciple180 vs 100 indexWidening reach drives incremental sales that high-frequency targeting missesStat35%Click-based attribution sends a third of spend to sales that would have happened anywayWarningA pre-purchase 'how did you hear about us' survey is the cheapest brand attribution toolPrincipleA famous brand grows at the fringes - new entrants, lapsed users, light buyersPrinciple
Source
Marketing Definitions
standard digital advertising practice
More from this source
DefinitionShare of voice (SOV)DefinitionExcess share of voice (ESOV)DefinitionReachDefinitionFrequencyDefinitionBrand buildingDefinitionSales activationDefinitionBrand liftDefinitionIncrementalityDefinitionAttributionDefinitionMarketing mix modeling (MMM)DefinitionShare of searchDefinitionHalo effect