Retargeting ads are a form of online advertising that allows marketers to show ads to users who have previously interacted with their brand. These ads can be used to drive multiple actions, such as encouraging mobile web visitors to download an app, nudging e-commerce mall visitors to complete a purchase, or promoting a brand to an audience that has already shown interest. The goal of retargeting ads is to increase the chances of conversion by reaching out to people who have already demonstrated an interest.
Mobile retargeting ads work by using mobile tracking technologies such as mobile device IDs and mobile app tracking to identify which users interacted with or showed interest in the brand before. When a user visits a website or uses an app, a cookie or mobile device ID is placed on their device. These allow marketers to track the user's activity and collect data such as the pages they visited, products they viewed, and actions they took.
When the user visits other websites or apps that partner with the advertiser's retargeting platform, the platform will use the cookie or mobile device ID to recognize the user and serve them targeted ads based on their previous interactions with the brand. Retargeting ads can be in the form of banner ads, interstitial ads, or native ads and can be served on different mobile platforms such as iOS, Android, and the mobile web.
Additionally, mobile retargeting also allows advertisers to target users who have previously installed their app and retarget them with in-app ads or push notifications to encourage them to re-engage with the app or make an in-app purchase. Again, the goal is to reach users who have shown an interest in the brand and may be more likely to convert.
Retargeting ads can benefit mobile marketers in several ways: