Until a short while ago, I had never heard of the word retargeting, and now i’m hearing it everytime i speak to the savviest of savvy marketers overseas.
But how many South African’s know what retargeting is? I don’t think many – according to google, only 46 people searched for the word throughout the whole of South Africa in the last 30 days.
The funny thing is that I wouldn’t have thought about writing a post about it, until something happened a few minutes ago. I was looking to book a car, so went to the avis website, and searched through the site for a few minutes. And that was it…
…Until about an hour later, when I wanted to check something on my blog, fired it up in firefox (yes, I’ve tried Chrome a couple of times, but always seem to keep going back to firefox), and the banner was for Avis.
I look at my blog a couple of times everyday, and in the last 3 years I’ve NEVER seen an advert for Avis appear on my blog! NEVER!
Yet, within an hour after visiting the Avis website, their banner was appearing on my blog.
So what is retargeting? Simple, if you visit a website, the owner of that website starts following you around the internet. No – not actually following you! But whatever website you visit after that, they’ve thrown some code onto your computer. (or something along those lines – if you know the specifics, feel free to share in the comments section)
Then everytime you go to another website which shows banners from an advertising network that uses retargeting, the ad network says:
ah, this person visited the avis website in the last couple of days, and avis is using our ad network, and we’re serving banners on this other website, and avis has hit that retargeting option, so lets show this person the avis banner again!
I think it’s pretty crazy! Great for marketers, but a little scary for the average person out there…
Retargeting = cookies 2.0
What will cookies 3.0 be?