Paid Social Has the Edge in Mobile Retargeting

The absence of cookies as a tool for retargeting consumers on mobile devices has given marketers pause. This is something of an understatement, as everyone in advertising knows.. For most of last year, the industry was freaked out by the potential disappearance of cookies on the desktop, and then behind our backs consumers moved to mobile, which doesn’t use cookies anyway. Now what?

A new study, commissioned by Chango and carried out by Digiday, asked 400 media buyers, agency  executives and brand executives how they are using retargeting and what, if any, effects mobile
and social marketing have on retargeting. I downloaded the white paper so you won’t have to. Here are the main takeaways.

Social exchanges emerged as a promising tactic for retargeting via mobile. Even though people are not quite sure if they will work, they’re the best hope. Overall,  investment in retargeting, paid social and mobile is increasing slightly. 56% of respondents use retargeting in the traditional ways, to acquire customers, build brand awareness or increase direct revenue. A small percentage of respondents use retargeting to acquire their competitors’ customers!

Where are the dollars used for retargeting coming from? Two thirds of respondents take retargeting budgets from display advertising budgets; 49 percent of brands and 68 percent of agencies are moving dollars from display into retargeting, while only 10 percent of agencies and 9 percent of brands give retargeting its own budget.

But of greater significance, one third of brands and agencies now give paid social its own budget. These dollars to to Facebook and Twitter. Facebook Exchange (FBX)  leads the Twitter Tailored Audiences in terms of money allocated by both brands and agencies (67 percent of total respondents use FBX; 38 percent use Twitter Tailored Audiences).

Here some key findings  that relate to mobile retargeting:

1)For paid social and mobile retargeting, the size of the agency/brand investment effects expectations, and this is indirectly related to perceived success.
2)There is continued uncertainty in mobile targeting; 45 percent were somewhat successful in meeting their objectives with mobile retargeting; 29 percent were successful; only 8 percent were very successful.
3) As an industry practice, mobile retargeting is still being studied. In terms of maturity, more respondents see mobile targeting as soon-to-be mature practice (45 percent) or still experimental (34 percent). 17
percent believe mobile targeting is currently the standard practice. 4 percent are not sure.
4) 41 percent of both brands and agencies believe that social exchanges are the key to mobile targeting success. For many of the 59 percent who said social exchanges aren’t the key to mobile success, it was the word “key” that was the deal breaker.

Our summary: mobile retargeting is being tried, being studied, and will be even bigger next year if consumers will permit it  When it comes to their phones, consumers are in charge.

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