Display Advertising


Display & Video Remarketing

We are all familiar with those advertising banners that keep on hunting you, wherever you surf online. This – sometimes very annoying – form of advertising, is one of the best conversion boosters, as this targeting technique does often result in giving the end user the final trigger to go back to the website and convert.

So how does this work? When you get to the website of an advertiser, you are most of the time asked whether or not you agree to their cookie policy. Here you are given the choice to agree or not agree with the advertiser to collect cookies; allowing them to find you with banner ads or video ads later on when you have left the advertisers’ website. This is website remarketing.

Next to website remarketing, there are also other types of remarketing that allow advertisers to follow interesting audiences on YouTube, Facebook, and Instagram. Here the remarketing (audience) lists are built based on the engagement of social users; that either have visited your channel/page, watched specific video’s and/or for different other types of interaction with your videos and channel/page.

YouTube Remarketing Campaigns can be set up via Google Ads. There you can also select the YouTube remarketing lists to use as targeting technique for Google Display campaigns. The Facebook and Instagram remarketing can be set up via the Facebook Ads Account. You can read more about audiences on Facebook and Instagram in one of our blogs.

For advertisers remarketing is an extremely handy tool. But building a remarketing audience does not just happen without taking appropriate action. Advertisers can only ‘collect’ cookies – anonymous visitor data – by setting up remarketing lists, that will ‘gather’ the audiences. Also important is that there should not be a one size fits all approach for setting up remarketing lists. Audiences that have returned to your website a couple of times are obviously more interested than those that came to your website and left right away. And also, people that have visited your website last year, are most probably less relevant than the ones who visited last week. Therefore, for all these different audiences, you have to set up separate lists.

3 out of 4

consumers now notice retargeted Ads


retargeted users are three times more likely to click on your ad than users that have not yet interacted with your website.


of consumers will return to a website as a result of remarketing.

Setting up remarketing lists is another no-brainer, as remarketing lists are extremely powerful targeting tools. Even when you do not immediately want to use the remarketing lists for advertising, we would advise you to set them up, for use later on. You can remarket via most of the advertising channels. Google Ads, YouTube, Facebook & Instagram Ads, LinkedIn, DoubleClick, SnapChat and more. For most of these channels, you need to set up remarketing separately, allowing the advertiser to remarket via that channel.

Important here is to always handle the data in line with the latest privacy policies (e.g. GDPR). In order to be sure that the privacy of the end user is respected. It is therefore important that all actions around data usage are reflected in your privacy policy, allowing you to use it for these actions.

We can help you by setting up those remarketing lists that are relevant to you. Segmented to a level that fits your needs and objectives. Is your aim to have a broad audience, we will select the lists with enough users on it. Is the aim to have a high conversion, then we’ll target those users that seem most interested. As long as we organise your data correctly, it will be there when you need it.