Retargeting Barometer: What Marketers & Agencies Really Think of Retargeting
Posted on April 16, 2013
Retargeting is growing up. That’s the unmistakable takeaway of this year’s survey of marketers and agencies.
Our findings have shown:
- More than half of respondents plan to spend more on retargeting in the next six months
- 78% of respondents revealed they were using both view-through and click-through to measure the success of their retargeting campaigns
- 92% of respondents use both Site and Search Retargeting
- 41% of respondents are now using FBX Retargeting
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The Facebook Exchange Handbook
Posted on March 4, 2013
Chango has official access to The Facebook Exchange (FBX), which represents a significant opportunity for Chango’s clients. Now advertisers can launch targeted display campaigns inside Facebook using Chango’s proprietary 300+ million search profiles and other intent data. By combining big data and a programmatic approach, FBX has never been so valuable.
In this whitepaper you will learn:
- What FBX is and how FBX ads differ
- Data-driven advertising on FBX
- How to combine search data with FBX targeting
- The real FBX opportunity for real-time marketers
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The Data Management Platform: Foundation for Right-Time Customer Engagement
Posted on January 2, 2013
The Data Management Platform (DMP) emerged in the last several years as a technology solution for marketers, publishers, advertisers and e-commerce businesses to harness, manage and deploy their exponentially increasing stores of digital data.
In this whitepaper you will learn:
- What is a DMP
- The likely evolution of the DMP technology
- The potential applications of the DMP technology through 6 use cases
- What are the dynamics that will change the DMP landscape
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Retargeting for Retailers Exposed: Driving More Dollars
Posted on August 23, 2012
Retargeting might be a common term with retailers today, but there are a number of problems – the real value of retargeting is misunderstood, budget allocations are often inefficient and basic measurement concepts are broken. Whilst retargeting has its place, we must examine and move past these issues to find the real value with such a program.
In this whitepaper you will learn:
- The different types of retargeting used by retailers
- How Search Retargeting, can be used for prospecting for net-new customers
- How Site Retargeting has recently evolved to ‘Programmatic Site Retargeting’
- Retargeting best practices for retailers
- What fellow retail marketers think about Search and Site Retargeting
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View-Through Attribution Exposed: What ‘Last Touch’ isn’t telling you
Posted on August 9, 2012
The discussion about VT seems to be a never-ending story, bouncing around the industry collecting more and more myth, confusion and opinion. Spurred on by more and more questions from the CMOs that we work with, this document will present both sides of the argument with regards to the validity of view-through activity, provide simple and real methods for measuring it and evidence for why we believe view-through is a valid metric.
In this whitepaper you will learn:
- The Basics of View-Through
- The Argument Against View-Through
- The Argument for View-Through
- The Right and Wrong Ways to Measure View-Through
- What Other Marketers Are Doing – Real View-Through Stories
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Search Retargeting Barometer: Why Marketers Are Paying Attention
Posted on August 2, 2012
Search Retargeting is the fastest growing form of retargeting and is used for acquisition, prospecting and competitor conquesting, not just winning back lost visitors.
To demystify the concept of Search Retargeting, we asked our Chango clients to share their insights and attitudes towards their use of this advanced technique, and we were not disappointed with the results.
Our findings have shown:
- 93.5% of brands and agencies that run Search Retargeting campaigns also run site retargeting campaigns
- 37.9% of respondents cited a “lack of budget/time” as a challenge to implementing Search Retargeting
- 66.7% of respondents revealed that they fund Search Retargeting from their traditional display campaigns
- Two thirds of the brands in our survey (65.6%) said that they typically work directly with the vendor for their retargeting campaigns
- 65.6% of brands and agencies responded that they intend to increase their Search Retargeting budgets in the next six months
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Retargeting Exposed: Not Another Whitepaper About Retargeting
Posted on August 9, 2012
To most marketers, the term ‘retargeting’ means ‘site retargeting’, the concept of placing display ads in front of people who have visited a website.
This is a limited view: retargeting is in fact a much broader series of marketing techniques, and if properly understood can be used for acquisition, prospecting and competitor conquesting, not just winning back lost visitors.
In this whitepaper you will learn:
- How retargeting actually works
- Why site retargeting is not a direct response tactics
- Why you are likely spending too much in site retargeting
- What is Search Retargeting and why direct response marketers love it
- The 7 types of retargeting every marketer needs to know
- How to find scale beyond your existing site visitors
- How to generate the best ROIs from your Search Retargeting program
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