41 Percent of Brands and Agencies Think Social Media is the Key to Mobile Retargeting

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Chango Study Reveals Brand & Agency Trends in Retargeting

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Mobile Retargeting Gets a Bigger Piece of the Pie

A new survey by Chango (http://www.chango.com), a programmatic advertising platform that connects marketers with their audiences across all devices, found that 41 percent of brands and agencies think that social is the key to retargeting on mobile devices. The complete report can be found at http://www.chango.com/resources/whitepapers/SOTI-Retargeting-Q2-2014.

“The Retargeting State Of The Industry study, Q2 2014, produced by Chango in partnership with Digiday asked 400 media buyers, agency executives and brand executives how they are using retargeting and what, if any, effects mobile and social marketing have on retargeting. Social exchanges emerged as a promising tactic for retargeting via mobile.”

Highlights include:

Social is Key to Mobile Retargeting: About 41 percent of both brands and agencies said they believe that social exchanges are “key” to retargeting on mobile devices, as these exchanges reach users regardless of whether they are at a desktop or on the go.

Mobile Retargeting Gets a Bigger Piece of the Pie: In 2013, 89 percent of brands invested 0-20 percent of their online budget to mobile marketing while 9 percent placed 21-50 percent of their budget to mobile. In 2014, those numbers shifted: 73 percent of brands put 0-20 percent of their online budget to mobile while 26 percent moved 21-50 percent of their budget to mobile.

Advertisers and Agencies are Spending More on Paid Social: About 38 percent of buyers are employing Twitter’s tailored audiences and 67 percent are using Facebook’s FBX to reach consumers.

Other findings include:

  •     11 percent of brands and 7 percent of agencies use retargeting to acquire their competitors’ customers.
  •     63 percent of respondents take retargeting budgets from display advertising budgets; 49 percent of brands and 68 percent agencies are moving dollars from display into retargeting.
  •     10 percent of agencies and 9 percent of brands give retargeting its own budget.
  •     33 percent of brands and 36 percent of agencies give paid social its own budget.

In the Q2, 2013 edition of The Retargeting Study, published by Chango last October, more than half of all respondents said they planned on spending more on retargeting in 2014.

“We are seeing last year’s predictions for growth in the retargeting market happening,” said Ben Plomion, vice president of marketing at Chango. “And companies are still searching for the most effective way to monetize mobile. Based on these survey results, it is safe to say that social will play a big role in mobile retargeting strategies in 2014.”

A sample of 449 digital media and marketing professionals participated in this study through a combination of convenience and snowball sampling. Of these, 17 percent identified as advertisers, 48 percent as agencies. The 35 percent who responded as publisher, advertising/marketing technology provider, consumer technology platform or other did not answer any questions other than who they were. Surveys were distributed by email and made available through social media from April 2, 2014 to April 25, 2014.

About Chango
Chango is a programmatic advertising platform that connects marketers with their target audience in real time across display, social, mobile, & video. The company’s unique live-profile technology makes intent data available within milliseconds to help clients efficiently acquire new customers, retarget site visitors or build brand awareness. Chango has more than a 90% client retention rate from Fortune 500 brands and companies such as eBay, LEGO, Clorox, Lowe's and Gilt. To find out more, visit http://www.chango.com.

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Ben Plomion
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