tag:blogger.com,1999:blog-6569681.post2689257928305500549..comments2024-01-15T13:17:33.771-08:00Comments on Geeking with Greg: What is the benefit of freaking customers out?Greg Lindenhttp://www.blogger.com/profile/09216403000599463072noreply@blogger.comBlogger6125tag:blogger.com,1999:blog-6569681.post-25083089459273426442010-08-31T13:49:19.706-07:002010-08-31T13:49:19.706-07:00I agree with Chris - he touched on two of the most...I agree with Chris - he touched on two of the most important factors in retargeting that's done correctly: Frequency caps to control how many and how often the ads are served, and conversion filters, which prevent ads from being displayed to people who have already made a purchase. The fact is, we're all going to be exposed to ads wherever we go online. Doesn't it make sense that those ads are for things we like and can actually use? It's all about balance, but when it's done right it can actually be beneficial to the consumer. In case anyone is interested, here's a post we did a while back that addresses removing the creepy factor from retargeting: http://bit.ly/a4nLTI.<br /><br />Thanks for the post - I enjoy reading the differing opinions and insightful thoughts.Rebeccahttp://www.adroll.comnoreply@blogger.comtag:blogger.com,1999:blog-6569681.post-34233095934434074622010-08-30T13:26:49.010-07:002010-08-30T13:26:49.010-07:00Somehow, I feel this tweet I saw is appropriate to...Somehow, I feel this tweet I saw is appropriate to repeat here: "I still can't stand you, guy Twitter keeps recommending to me."Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-6569681.post-2991069720469727472010-08-30T11:43:14.861-07:002010-08-30T11:43:14.861-07:00Hi Greg - as I commented in the NYT article
"...Hi Greg - as I commented in the NYT article<br /><br />"NYT, WSJ & other bastions of enlightened journalism initially wrote fear-mongering articles about paid search ads when they came out in 2000-2002; now they write about the perils of retargeting. The reality is retargeting will become de rigeur, and the only issues significant numbers of consumers have with it result from the sloppy, 1st-generation technologies being deployed. Just as early paid search systems were improved upon over time, the same will happen with retargeting, and that will assuage consumers.<br /><br />When retargeting is bad, it's not that consumers find it intrusive, but rather that the system behind it is unintelligent. Twitter is *full* of consumers griping that systems mentioned in this article:<br /><br />a) make no distinction whatsoever in their targeting between people who've looked at a product & bought it vs people who looked & didn't buy. Of course people are going to be annoyed when they see ads following them around the web for the product they just bought. A good retargeting system should be able to understand consumer intent & pick in real-time which product to show, yet most systems simply uses custom Javascript to scrape the product(s) you view and store them in your cookie, with no thought given to buyers vs non-buyers. Here's a wild thought: perhaps the user didn't convert because they didn't like the offer on merchant's site - so another one would be better, and perhaps one that's not already stored in user's cookie.<br /><br />b) have no sense of frequency capping, leading to the annoying phenomenon of the consumer being shown the same ad 10 times, literally following them everywhere they go. Frequency capping is the most basic of display ad concepts, but perhaps when vendors charge on a CPC basis it results in a level of frequency that annoys customers (but makes the vendor lots of money).Chris Zahariashttp://www.dapper.netnoreply@blogger.comtag:blogger.com,1999:blog-6569681.post-15852371399591202402010-08-30T10:24:18.623-07:002010-08-30T10:24:18.623-07:00Hi, Eric. To be clear, the point I am trying to m...Hi, Eric. To be clear, the point I am trying to make is that short-term measures like CTR or immediate revenue might improve from putting up annoying or freaky ads, but long-term revenue often suffers because of drops in user satisfaction and return rates. Popup ads, for example, also have higher clickthrough rates, but they are well known to be annoying and drive away traffic.Greg Lindenhttps://www.blogger.com/profile/09216403000599463072noreply@blogger.comtag:blogger.com,1999:blog-6569681.post-43190868849710337982010-08-30T10:18:05.202-07:002010-08-30T10:18:05.202-07:00My understanding is that retargeted ads have a not...My understanding is that retargeted ads have a noticeably higher clickthrough rates than other ads, so I wouldn't be so quick to assume that consumers don't benefit from the reminder. Eric.Eric Goldmanhttps://www.blogger.com/profile/01593907559974631866noreply@blogger.comtag:blogger.com,1999:blog-6569681.post-13580727807741309432010-08-30T10:10:35.990-07:002010-08-30T10:10:35.990-07:00Or, you end up spilling the beans on purchases tha...Or, you end up spilling the beans on purchases that are meant to be clandestine, because they were supposed to be a surprise, or any number of other reasons.<br /><br />It's like the sales guy from the store following you down the road, into all the other shops, and then inviting himself round to your home for dinner.Barry Kellyhttps://www.blogger.com/profile/10559947643606684495noreply@blogger.com