Click Fraud The proportion of fraudulent advert clicks (automated clicks from bots etc) has risen steadily every year, with studies showing that currently about one in five clicks on adverts are fraudulent.Īll together these changes have decimated the effectiveness of display advert retargeting When display adverts were first launched in 1994 they had click through rates of over 40% according to Wordstream the average click-through rate for display ads is now just 0.47%, and other studies measure the rate as low as 0.06%.Unviewable ads The average person is served over 1,700 banner ads per month, but only half of them are ever viewed, for example the ad may appear on a part of the web page that is not actually on screen.these users won’t see your remarketing ads (and therefore won’t be able to click on them). Ad Block Software The proportion of internet users with ad blocking software has been growing for a number of years around 30% of all internet users now use Ad blockers.Spam and Trust Issues 54% of users don’t trust the banner adverts they see, and 57% are afraid of receiving spam or a virus if they click a banner advert.61% of users report they don’t click banner ads because they don’t want to be interrupted or distracted from the website they are on. Intrusion Banner adverts are often perceived as unwanted and intrusive, following the user around the internet to other websites that are nothing to do with the advertiser. ![]() ![]() Personal Data Legislation The proliferation of data privacy regulations worldwide (GDPR, CCPA, APEC CBPR, APA etc…) is changing both the way data can be gathered and used online, and the way people think about and expect companies to treat their personal data.There have been a number of changes in legislation and culture in the last few years that mean that display advert retargeting is becoming less and less effective. Smart marketers are finding there are a number of issues with retargeting, and are switching to a more effective and sustainable strategy of postal remarketing to re-engage with people who have recently demonstrated interest in their brand.
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