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Nanigans, publishing a survey showing that retargeting is "broken," proposes its solution

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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.]


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About the author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he has written on these topics and other technologies for publications such as CMSWire and NewsFactor. He founded and directed the website / unit at PBS Thirteen / WNET; worked as a senior online producer / screenwriter for Viacom; created a successful interactive game, PLAY IT BY EAR: the first CD game; founded and directed an independent cinema showcase, CENTER SCREEN, based at Harvard and M.I.T .; and served more than five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn, and on Twitter at xBarryLevine.

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