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Display retargeting tags are present on 52% of the top 2,000 UK websites and 48% of the top US websites.
This statistic comes from the first edition of Econsultancy’s Display Retargeting Buyer’s Guide which has just been published.
The guide highlights the latest trends in an industry driven by great conversion results, but sometimes marred by consumer negativity and held back by changing cookie policies.
The buyer’s guide includes profiles of 15 display retargeting specialists, with a focus on those that provide site and search retargeting.
For this post I’d like to share some data on retargeting market coverage, collated by competitive intelligence company Pikslme exclusively for this report.
Using a comScore list of the top websites in the UK and US, the researchers looked for the presence of retargeting tags from a finite list of retargeting vendors identified by Pikslme and Econsultancy.
In the UK, tags from these vendors were found on 52% of the top 2,000 UK websites and 48% of the top US websites. Tags belonging to vendors featured in this guide were found on 46% and 50% of UK and US sites respectively.
Note that this covers all of the top 2,000 websites, which includes media owners and advertiser websites, and the Pikslme methodology does not distinguish between tags delivering advertisements and those collecting data, product details and measuring campaign performance.
The report also shows the market share of retargeting vendors across comScore’s top 2,000 websites, in addition to their market share specifically within the retail sector; the most dominant sector in the use of display retargeting.
Across the numerous specialist and generalist vendors of retargeting services is the common desire to improve display advertising conversion rates through the individual targeting of consumers who have shown purchase intent.
The retargeting industry has seen a boom in recent years as consumers become increasingly immune to generic display campaigns, creating a need for highly targeted and personalised campaigns aimed at the individual rather than the masses.
Advertisers outside of the retail sector have been turning to retargeting as the technology has developed, as they try to find new and innovative ways to identify and target potential and existing customers.
Introducing site, search and other common forms of retargeting including email, social and CRM, the trends section of the buyer’s guide also addresses areas of discussion, such as developments in programmatic marketing which affect retargeting, expansion into channels other than desktop, cookie loss, and privacy concerns.
The guide goes on to outline the industry’s strengths and weaknesses, and gives tips and pitfalls to users of retargeting.
Finally, the buyer’s guide includes profiles from 15 leading vendors of retargeting services, and a matrix outlining their key services, to help marketers when choosing a new vendor or assessing their existing retargeting provision.
Download a copy of the guide to find out more.