While site retargeting remains the most common retargeting tactic, search retargeting isn’t far behind, leveraged by a strong majority of media buyers responding to a Q4 survey conducted by Chango and Digiday. The study indicates that while search targeting has previously been used primarily for revenue generation, agencies and brands are now using it for a wider variety of goals. In fact, a plurality 34.9% now count increased brand awareness as their primary search retargeting goal.
The next-most common search retargeting goal is increased brand revenue (23.1%), followed by acquiring new customers (10.9%) and increasing on-site engagement (10.9%). Read the rest at MarketingCharts.