Nanigans offers software to broadcast performance-based ads, in which the advertiser promotes a call for action, such as downloading a coupon or completing a form . The ads are used to acquire new customers, and sometimes to retarget them after they've left the site of a retailer.
This week, the Boston-based company publishes a poll that reveals that retargeting is not working as well as it should.
The study "The Reality of Retargeting" analyzed the responses of over a thousand selected US consumers through the Google consumer survey tool and at more from a hundred advertising agencies. Consumers have made an online purchase in the last six months and have already noticed refocused ads, while advertisers work in ecommerce companies or retailers and have the title of director or higher.
And, according to the report, "Everyone agrees that retargeting is broken."
[Read the full article on MarTech Today.]