Retail Marketers Aren't Sold on Retargeting

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From eMarketer

According to a February 2018 Nanigans survey of retail marketers, a vast majority (83%) think they would’ve achieved the same sales results if they hadn’t used retargeting. And yet, just 28% said they had the ability to measure whether sales occurred, organically or not.

Even so, 53% of these retail marketers planned to spend more on performance ads in the next 12 months—on average, 24% more.

This theme held true when respondents were asked about their biggest digital advertising challenges. More than half (55%) cited measuring true business impact. That sentiment was felt more strongly by larger companies (63%) than smaller ones (43%). Visibility into how ad budgets are being spent (39%) and ad fraud and viewability concerns (39%) were also challenges for respondents overall.

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