How to Implement Retargeting to Find Specific Audiences

Imagine this scenario: You’re a small business owner, and a customer comes into your store, strikes up a conversation, and takes a look around. They’ve been searching for a gift, and your shop looks promising. The shopper picks up a few items and then asks for something more specific. You check, and sure enough, it’s in stock. But a phone call interrupts. They say, “Sorry, I need to run.” 

They could’ve been the ideal customer, but they left before they could convert. In the digital world, there’s still a second chance. With retargeting in audio advertising, brands get a second shot at engaging with their perfect listener. Dive into how retargeting works, the various types, and the benefits. 

What Is Retargeting?

Retargeting is a form of advanced targeting that gives brands the ability to reach users who have previously engaged with them or a campaign. Maybe a customer clicked on your ad pop-up on mobile and visited your site but promptly left. Retargeting that customer could mean serving them an ad again in the future. Basically, if a prospect doesn’t take the intended action, advertisers can use identifiers to send them another ad or point of contact. Retargeting segments are a particularly valuable targeting solution as they offer advertisers exclusive access to a unique listener segment based on brand-associated behaviors. 

Here at SiriusXM Media, we offer retargeting through streaming audio, making it easy to reach specific audiences when they’re most engaged. 

What Are the Types of Retargeting?

Brands can retarget audiences based on a consumer’s behavior or if they experienced an ad. These ads can be served as audio ads or combined with visual formats for second screen retargeting. 

Behavioral Retargeting

Behavioral retargeting is a targeting solution that your brand can adopt if you want to engage a custom audience of consumers who’ve previously shown interest or followed up on a video or audio campaign. 

For instance, when a potential customer abandons their cart on your website, they likely don’t need another explanation of your product, just a reminder of why they were planning to purchase in the first place. Behavioral retargeting serves new ads based on a user's action, like a site visit or an abandoned cart. This solution is just one of the many ways you can hone in on a specific audience segment and prevent wasted spend. 

Display Retargeting

Display retargeting is just like it sounds and involves display ads. This solution ensures that listeners who have previously heard your audio ad will later be exposed to your website banner ads days later—maximizing clicks. 

With a partner like our self-serve platform AudioGO, display retargeting can be as simple as a click of a button. From there, AudioGO scales and pushes the display banners live to participating display exchanges for boosted click-through rates.

Second Screen Retargeting

Second screen retargeting, offered by AdsWizz, the company that powers our adtech, is a solution that reinforces audio messaging. By combining audio with display, this innovation ensures that listeners who hear an audio ad receive a follow-up visual ad online within several days. Second screen retargeting can increase brand awareness and the likelihood that listeners will complete your desired CTA. Additionally, this solution allows you to track conversions across multiple environments. 

To see how this strategy pays off, take a look at this success story. When dealership Essendon Mazda needed to simultaneously drive brand awareness while influencing consumer purchase decisions to promote their upcoming sales event, they leveraged second screen retargeting. To reach consumers who had heard the original audio ads, the campaign retargeted them with display ads. The retargeting campaign achieved 37x the site interactions and 31x the interaction rate compared to the display-only campaign.

What Are the Benefits of Retargeting? 

One of retargeting’s biggest benefits is that it is as powerful a conversion tool as it is a brand awareness tool. By re-engaging with consumers, brands can boost awareness and spark action without needing a significant increase in budget. The key is delivering relevant messaging that builds upon previous interactions rather than simply repeating them.

Reach a Precise Audience

Retargeting skips the guesswork. Narrow down your targeting parameters by delivering ads to potential customers who have interacted with or otherwise shown an interest in your brand.

Boost Brand Awareness

When consumers encounter your brand multiple times across different platforms, it reinforces brand recognition and recall. Retargeting creates these additional touchpoints required for brand awareness while also increasing the likelihood of a conversion. 

Enhance Ad Engagement

Audio campaigns shouldn’t be limited to one channel or format alone. When you follow up an audio ad with a visual ad, you’re engaging your audience in a new modality, creating new sensory connections between your audience and brand. 

Get on Target with SiriusXM Media

Ready to elevate your advertising strategy with powerful retargeting solutions? By combining the SiriusXM Streaming Network’s capabilities with AdsWizz's innovations, you can re-engage your most valuable prospects across various channels. 

Whether you're looking to boost conversion rates, strengthen brand awareness, or create more meaningful connections with your audience, our retargeting solutions deliver measurable results that drive business growth. Let's talk.

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