I see why online advertisers are interested in native ads, sponsored content and other ways to get consumers to notice brands: retargeted ads are irritating. You click on an ad for whatever reason or visit a site and then that ad follows you around screaming “look at me.” The idea being that since you were interested enough to visit the web page, you will eventually convert to a sale if you’re constantly reminded about your interest in that brand.
Make sense, I guess, but the downside is a negative brand experience due to the perception that the retargeted ad won’t leave you alone.
No matter how wonderful the creative is, how compelling the copy, or how relevant the offer, seeing the ad everywhere I click for longer than say, a day, isn’t effective. If I’m interested in the brand, I’ll come back when I’m ready. Likely after I read a review and see people I trust write positively about the product.
In other words, tone down the retargeting and rely more on the other marketing communications tools.
Campbell Communications 