Why Zoopla uses retargeting adverts

12 July 2010
Posted in Online Marketing

Having seen a blog last week More evidence that online advertising does not work from Graham Jones, someone who has guest blogged for us in the past, when Zoopla's latest banner advert caught my eye, it got me thinking..

If all online ads were this targeted, wouldn't they generate a more positive response?

If you haven't seen the Zoopla advert, it's running on a number of large national websites right now and uses data about properties you have personally looked at on the Zoopla website to target those shown in the advert at you very specifically.

Very clever it is too, if a little contentious here in the UK.

The concept is known as retargeting and is managed by a company called Criteo. On their own website, they define it as "Re-engage with lost prospects via personalised banners across the Internet." and claim a 600% increase in click-through rates, compared to normal banner adverts.
marketing , zoopla

Leave your comment:



What you said:

Mr J
13 July 2010 11:38:17
This is clever technology, not particularly complicated, but clever. I think most of the people surfing would not think too much about how the Zoopla ad delivered properties in their price range, but I think if they knew it was based on cookies and remembering what you have previously searched for, it might make some people angry. Nobody likes to be 'followed' or 'tracked'
The Modern Estate Agent
13 July 2010 16:50:18
It's funny, banner adverts have such a bad name - particularly tracking ones - but I wonder if we're moving into new territory here.. Adverts like this Zoopla one are actually useful!

Martin
Mr J
19 July 2010 09:13:02
Yes I think you are right. When Goodle first started delivering targeted adverts I was sceptical, but I think most would agree that because they are targeted they are more often than not useful to us...or at least relevant. I use Gmail and I think the ads delivered here are very good. For instance I was just reading a message from a family member who wants to come and stay for a week, we don;t have enough room so they have been askng me about B&B's in the area. And what do you think those sneeky little Google ads having been saying to me each and every time I look at that message? "B&B's in XXX place". It works because I clicked on a link and have booked a B&B for them!

I am sure 'most' people won't even be aware of the fact that Zoopla has tracked them and as they are delivering houses within someone's search criteria, the ads are relevant and I think it is a great idea.
The Modern Estate Agent
19 July 2010 14:36:36
I'll try and get some feedback about successful they are.

Martin