Digital ads remind shoppers about stores, products that once interested them

Online retail stores have recently invested additional money in publishing ads retargeting shoppers to remind them that at one time or another they showed an interest in buying a certain product. The Adroit Digital company concluded from a survey taken among America’s online shoppers that 58 percent of users have noticed this advertising approach. However, consumers who have seen these ads do not generally say they were convinced to visit the website or buy the product in question. The survey showed that 30 percent of the sample reacted positively to the retargeting advertisements, 11 percent had negative feelings about the ads because they don’t feel totally safe to see their online activities being followed, while 59 percent of those interviewed remained neutral on the subject. With regard to the number of pages visited by online purchasers when they are definitely in the market to buy new products, 34 percent admitted they only visit one website, while some 50 percent said they visit two or more sites on the Internet. Retargeting advertisements therefore have the potential of boosting the number of sites visited by reminding consumers about places or products that have formerly interested them on the Web.For its part, the marketing company eMarketer estimates that 73 percent of American Internet users over 14 years old will make online purchases this year.