Most Businesses Avoid Retargeting Advertising, New Survey Finds

Aug 16, 2018

Businesses are skeptical of retargeting advertising, according to a new survey from The Manifest, a business news and how-to website. Among businesses that use online advertising, fewer than half (43%) invest in retargeting advertising, or advertisements aimed at consumers who have previously visited a business’s website or purchased a business’s products.

Businesses hesitate to invest in retargeting advertising because they believe consumers see these advertisements as intrusive. Retargeting, however, can help businesses target customers who are already familiar with and interested in their brand and are therefore more likely to convert.

About two-thirds (66%) of businesses invest in online advertising, the survey found. With more consumers using the internet to help with their purchasing decisions, online advertising is an essential tool for businesses to reach customers.

Businesses Invest in a Variety of Online Advertising Channels

Although most businesses avoid retargeting advertising, they typically use a combination of other channels. Businesses invest in social media (86%), display (80%), and paid search advertising (66%). Using all three channels enables businesses to reach the widest consumer base possible.

Online Advertising Helps Businesses Increase Sales and Revenue

Businesses use online advertising to boost sales; nearly a quarter of businesses (24%) say increasing sales and revenue is their top goal for online advertising. Any goal a business sets is with the intention that it will eventually lead to a sale. Overall, the survey indicates that most businesses view online advertising as an important part of in their overall digital marketing strategy.

The Manifest’s 2018 Online Advertising Survey included 501 digital marketers from U.S. companies with more than 100 employees.

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