Bizrate Insights conducted a study about retargeted ad behavior and feelings and here’s what they came up with:
The majority of folks (60%) feel neutral about seeing retargeted ads. They notice them, but then they move on. Only 15% said they don’t like it, which is pretty amazing given the privacy issues connected with retargeting. That leaves us with the 25% who said they liked these ads because they were a good reminder of something they’d previously viewed.
I tested this theory by asking the folks around me how they felt about these ads and I’ll be darned if they didn’t use the words “good reminder,” too. Personally, I’ve never thought of these ads as reminders, more of a gentle nudge toward an abandoned shopping cart, but then again, I’m not your typical web shopper.
Bizrate then drilled down to those who actually clicked on a retargeted ad. Why, they asked and people answered:
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