Retargeting and Display Advertising

May 27, 2010 17:32 ET

AdRoll Releases Industry Benchmarks for Retargeting Performance

AdRoll Shows Transparent Data in Quarterly Report and Releases First Retargeting Evaluation Tool for Advertisers

SAN FRANCISCO, CA--(Marketwire - May 27, 2010) -  AdRoll, a platform for retargeting and display advertising solutions, has released the results of their Q1 retargeting performance report which includes an extensive analysis of the effectiveness of retargeting campaigns versus their traditional display counterparts. 

The information in the report is based on aggregate data from hundreds of campaigns, including both site-targeted, or "Demand Generation," campaigns and retargeting campaigns. It demonstrates an apples-to-apples comparison and proves that when retargeting is properly optimized it can deliver significantly positive ROI. 

The key takeaways from the report are as follows:

  • Retargeting costs 20% less than site-targeted campaigns on a CPM basis
  • Retargeting performs about 2x better on a CTR basis
  • Niche blogs with small audiences perform better than any other sites

The detailed analysis provides a CPM (cost per thousand impressions) comparison of retargeting campaigns and traditional display revealing that, contrary to some beliefs, the average CPM is actually lower for retargeting. See chart.

Aaron Bell, AdRoll's CEO, says, "We believe we're entering a new era of transparency in the advertising industry and we're pleased to be the first to share real benchmark performance data."

The statistics and averages across the AdRoll platform have been used to release a retargeting evaluation tool, the first tool of its kind to expose default data and help set expectations based on aggregate knowledge of campaign performance. Any advertiser can adjust the inputs based on their own site analytics and use the tool's benchmark data to assess the effectiveness of potential retargeting campaigns.

Click here for the full retargeting report.

About AdRoll

AdRoll provides an effective and easy-to-use platform for ROI-driven display campaigns, including retargeting and behavioral targeting. Their core principles are that online advertising should be easy to implement and understand for small to medium sized businesses, while providing the same powerful tools available to the largest brands. Their cross-network technology platform provides massive reach, precise targeting, and full transparency in reporting -- empowering business owners to run the most effective campaigns possible.

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