University of Pennsylvania Summer Program
Website Retargeting
| Goals Fulfilled | Reach, Frequency, Conversions |
| Device Targeting Available | Mobile, Desktop, Laptop, Tablet |
| Audience Targeting | Website and audience segmentation based on pixel placements on advertiser site |
| Geographic Targeting | Location of users who visited the website or were served digital ads. |
| Average Click Through Rate (CTR) | 0.10% – 0.25% CTR (variable based on ad creative, advertiser industry, and more) |
| Rate Structure | CPM |
| Creative Specs | 300×250, 728×90, 160×600, 320×50, Rich Media (HTML5) and more |
| Complementary Media Solutions | Banner Advertising, Video Advertising, Paid Search, Paid Social |
Website retargeting is one of the best ways to reach an already engaged consumer with the frequency and multiple touch points necessary to cut through the clutter within the digital advertising landscape.
Follow an already engaged audience through their online web browsing after they have visited the advertiser website and shown initial interest with the brand. Orange142 places a retargeting pixel on pages of the advertiser site, usually through Google Tag Manager. When a consumer visits the site, they are added to an impression pool for retargeting.
Retargeting is most effective when page segmentation is utilized (e.g., people who view a hotels page vs. the events page) and customizing the retargeting ad creative shown to each group. This allows advertisers to have a “dialog” with consumers and continue the messaging that will be most relevant and influence a purchase decision. The best performing retargeting campaigns utilize different creative compared to banner ads used to reach new audiences and a clear call-to-action or promotion of an offer.
