Online consumers noticing retargeted ads

Online retailers are investing more capital into retargeted advertisements in a bid to remind shoppers of items they have previously shown an interest in. According to research company Toluna and buying technology company Adroit Digital, consumers are increasingly beginning to notice these ads.

58% of correspondents from the US study noted recognising ads for products they looked up on other sites this year. However, this does not correlate with purchase intent and could be interpreted as a hindrance to consumers who do no appreciate reminders about their digital behaviour being tracked.

30% of respondents had a positive or very positive reaction to the retargeted ads compared to 11% who viewed them negatively. Whilst 59% had a neutral reaction, it is certain that some of these users will then go on to make a purchase having been reminded by a retargeted ad.

According to eMarketer, 73% of US internet users aged 14 or older will make an online purchase this year. As these consumers spend more time shopping online, they will undoubtedly encounter suggestive digital messages pointing them in the direction of products they should consider for purchase.