Ad Retargeting Works and How Post-it is Changing the game

Have you ever searched a website for a product and then seen ads for that product on other websites? Or maybe you know someone who is weirded out by the fact that all the ads they see tend to relate to their recent search history. These are called banner retargeting ads. They are all over the web, and can be on nearly every website you encounter. Sometimes, it can get a little annoying.

Ad Retargeting

Retargeting ads work through cookies, and uses a Javascript code to allow for companies to anonymously follow their audiences all over the web. These ads are successful because they make the user focus on something they are already familiar and/or interested in. It ensures that the only users who see these ads are those who have already visited the specific website. The hope is that by constantly seeing ads for a product the user already has an interest in, they will go back to the website and purchase the item.

Changing the game

3M, the creators of Post-It, decided to give retargeting ads a different spin, allowing for users to create their own Post-It notes in an ad. After doing so, whatever the user typed up will follow them around exactly like a typical banner retargeting ad. A user can even click on the ad, which will take them to a page where they can manage, edit, and add more notes. A pretty ingenious way to remind yourself to book a flight or schedule an appointment.

This is an innovative marketing strategy on 3M’s part. While the new banner ads are interactive and feel less invasive, 3M is still managing to market their Post-It products to a wide consumer audience, while allowing for it to feel organic in nature. For some, the use of this retargeting ad is the perfect way to keep their reminders in check. But for others, using a physical Post-It note makes more sense. Either way, it’s a win-win strategy for 3M.


View the video for 3M new retargeting banners below:


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