What is retargeting and how does it fit into a media strategy?

What is retargeting and how does it fit into a media strategy?

• A. Serving ads to users who previously interacted with a brand or visited a site; increases conversions by reminding and re-engaging.
• B. Serving ads to users who never interacted with the brand.
• C. Blocking ads after a single click.
• D. Sending push notifications to all users.

Answer: (B)

Retargeting targets people who have already shown some interest in a brand—visiting a site, engaging with content, or interacting with previous ads—and serves them additional ads to remind them and move toward a conversion. In a media strategy, it acts as a focused layer that uses tracking data to keep warm audiences engaged as they browse elsewhere, often with controlled frequency and strategic messaging that nudges them down the funnel. This approach usually delivers higher engagement and conversion rates because you’re reconnecting with people who already expressed interest, making it a cost-efficient use of ad spend.

Ads shown to people who never interacted with the brand aren’t retargeting; they’re broad prospecting to reach new audiences. Blocking ads after a single click describes limiting or stopping ads, not re-engaging a previously interested user. Sending push notifications to all users is broadcast messaging, not a targeted retargeting tactic.