We suspected it, but a recent survey of UK Internet users conducted by InSkin Media and Rapp Media shows that too much retargeting “kills” retargeting! In fact, while more than half of Internet users (53%) say that, at first glance, online ads are interesting and useful, too much exposure to them makes them rather irritating. For example, consumers are 4 times more likely to be encouraged, than discouraged, to buy a product when they see a relevant advertisement during their research. However, if this ad is displayed 5 times, it becomes “annoying” and “intrusive”. Displayed 10 times, it makes Internet users “angry”.
The influence of timing on retargeting
The timing of the ad is important, since if it’s seen after the product research phase, it’s 15% more likely to discourage purchase than encourage it. Worse still, if it is seen after the product has been purchased, it is 4 times more likely to discourage future purchases. (Editor’s note: this cannot happen with Effinity’s CPA affiliate retargeting, since we alert the retargeter as soon as a purchase is made. This is not the case with CPC retargeting).
The influence of location on retargeting
The study also shows that an ad seen several times is 40% more likely to be positively received, if it is shown on a site directly related to the content of the ad (for example, an ad for a hotel appearing on a vacation site). Thus, ads placed on sites unrelated to the content are 11 times more likely to discourage than to encourage a purchase.
The influence of privacy on retargeting
The privacy intrusiveness of retargeting is also a sticking point. 69% of consumers are uncomfortable with advertisers knowing which sites they have visited, 72% knowing their home address and 71% knowing where they are surfing from.
Interestingly, almost one in four Internet users (23%) is unaware that advertisers collect personal information to serve relevant ads. Hugo Drayton, CEO of InSkin Media, concludes the study: ”
The industry has gotten carried away with retargeting. It’s a powerful tool, but it needs to be framed by more thought and action, to ensure it’s used effectively. As an industry, we risk alienating a generation of consumers. Online advertising is extremely powerful and positive, as long as it’s used intelligently. “. Duly noted!
