It should comfort retargeted ad buyers then to know that the survey found that consumers reacted more positively to these ads than negatively. Thirty percent had a positive or very positive reaction to retargeted ads, vs. 11% who felt negatively about them. The greatest percentage, though—59%—had a neutral reaction. And regardless of their emotional reaction—good or bad—there is no question that some of those web users will ultimately go on to make a purchase once they’ve been reminded of a product.
Adding further fodder to the argument for retargeted ads, shopping around is part of the process for many. While 34% said they only visited one site to research their last purchase, half had gone to two or more sites, which also means they took their time before buying. In those cases, a retargeted ad may have helped keep the product and retailer in mind as consumers surfed the web. Read the rest at eMarketer.
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