On Monday, I highlighted an eMarketer study that explained how more marketers are using online display media for branding campaigns.  Currently, marketers use a number of techniques to improve the results of their display efforts. These techniques include retargeting, audience targeting and premium targeting.  The results of a new comScore and ValueClick Media study suggest that retargeting is the most cost-effective of these strategies when it comes to branding.

Retargeting is considered an expensive option since the ads are displayed a second time to a more selective audience than a marketer would reach for in a run-of-network campaign.  However, marketers experienced a 1,046% lift when consumers subjected to retargeting searched on brand terms. The statistic  was measured for four weeks after the retargeting occurred. In comparison, brand search lift for audience targeting was 514% and for premium targeting was 300%.

The results of retargeting also positively impacted  website visits. For four weeks after the study, marketers experienced the following website visit lift by targeting type:

  • Retargeting 726%
  • Audience 358%
  • Contextual 349%
  • Premium (served on premium publishers) 302%
  • Run of network 280%
  • Efficiency (cost per click engagement with creative) 257%

Anne Hunter, comScore vice president of advertising effectiveness, noted “[e]ach of the placement strategies has its own advantages and disadvantages that must be understood in the context of the campaign’s overarching objectives.” And the study also indicated that marketers who combined types of placement strategies outperformed those who chose only one. Marketers who achieve the higher performance outcomes may also be more likely to improve brand awareness and increase their market share.

[Source: Retargeting Used by Marketers for Cost Effective Brand Lift. eMarketer.com. 27 Sept. 2010. Web. 6 Oct. 2010]