Display and search are the most popular retargeting channels, with their popularity linked to Google’s AdWords offering through GDN and RLSA, according to results from a Marin Software survey of 233 enterprise marketers. Among the 88% of respondents using retargeting, roughly 8 in 10 are retargeting on display (81%) and search (77%), and about 9 in 10 retarget on Google. Social also emerges as a popular channel, with Marin benchmark data suggesting that those retargeting on Facebook and display enjoy better performance than those using only one of those channels.
Marin posits a “multiplier effect” from holistic campaigns across channels, but also finds that most of the time cross-channel retargeting strategies aren’t well aligned. Specifically, among the respondents who said they retarget across multiple channels, a majority said they have different goals for each channel. Read the rest at MarketingCharts.