Study says retargeting lifts search queries more than tenfold

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Reston, Va.—The practice of marketing retargeting generates the highest lift in trademark search behavior when compared with other ad-placement strategies, raising search queries more than tenfold, according to a study by digital marketing company comScore.

The study, which analyzed 103 campaigns from 39 advertisers in seven industries, found that retargeting—serving digital ads to viewers who have previously visited an advertiser's site—produced an average lift of 1,046% in brand search queries.

Retargeting produced search lift more than twice that of audience targeting based on past Internet behavior, which produced an average lift of 514%, and well above such other ad-placement approaches as contextual targeting, run-of-network ads appearing anywhere in an optimized network and high-visibility placements on premium publisher sites.

However, retargeting can be hampered by its relatively low audience reach, comScore said. Run-of-network ad placements produce the highest audience reach, according to the company.

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