According to Bizrate Insights, consumers are either neutral or positively inclined towards retargeted advertising. Retargeted advertising is basically when you search for plane tickets to Paris and then move on towards an unrelated site (e.g., a news article) and see a display ad for hotels in Paris or low flights to Paris on the side. Most people, especially women, see it as a convenient way to re-engage with their purchase decision and it presents an easy to visit a website they already intended to visit. For me, personally, I feel very weird when I see these ads. It is a reminder of the level of data gathering and “big-brothering” that happens with all of my actions online – a reality that I would not necessarily have been aware of without retargeted ads. Thus, these ads make me feel uncomfortable and I never click on them. In fact, I kind of try to avoid looking at them. Interestingly enough, according to this study, I am in the 15%. One thing this may reflect is the growing tolerance people have to their information being captured and used. Perhaps people are okay with it as long as it is useful to them (in this case, it provides a quick and convenient way to access more information.) This may be a good thing for marketers as they have more access to consumer data and are able to use it more.

According to Bizrate Insights, consumers are either neutral or positively inclined towards retargeted advertising. Retargeted advertising is basically when you search for plane tickets to Paris and then move on towards an unrelated site (e.g., a news article) and see a display ad for hotels in Paris or low flights to Paris on the side.

 

Most people, especially women, see it as a convenient way to re-engage with their purchase decision and it presents an easy to visit a website they already intended to visit.

 

For me, personally, I feel very weird when I see these ads. It is a reminder of the level of data gathering and “big-brothering” that happens with all of my actions online – a reality that I would not necessarily have been aware of without retargeted ads. Thus, these ads make me feel uncomfortable and I never click on them. In fact, I kind of try to avoid looking at them. Interestingly enough, according to this study, I am in the 15%.

 

One thing this may reflect is the growing tolerance people have to their information being captured and used. Perhaps people are okay with it as long as it is useful to them (in this case, it provides a quick and convenient way to access more information.) This may be a good thing for marketers as they have more access to consumer data and are able to use it more.

http://www.cmo.com/display/consumers-happy-be-reminded-retargeted-advertising