Retargeting Ads

What are Retargeting Ads and how do they work?

Retargeting ads, also known as remarketing ads are an invention of programmatic display marketing and come about when you’ve shopped or browsed a certain brand or product online without converting—whatever that means for the specific thing you were looking at (signing up, purchasing, etc). Retargeting ads serve people who have abandoned their carts on a website, shown an interest in a certain category of goods, or searched for a particular brand. Studies have shown that only about 2% of users convert on their first visit to a site or when looking at a certain item, so what about the other 98% of users? They usually need a bit more time, nudging, or information—all of which comes from your retargeting ads!

How do Retargeting Ads Work?

Retargeting ads are based on implanted bits of web code called pixels that drop anonymous browser cookies every time a new user visits your site. Pixels don’t collect personal information and they don’t slow down your site or affect your rankings; they simply aid in making sure your retargeting efforts land with the appropriate audience and serve ads that are interesting and relevant to the user. As users continue on in their digital journeys, these cookies send signals that alert ad servers to send the proper retargeting ads only to the people who have previously visited your site.

Since most HTML5 banners are served programmatically, you can take advantage of retargeting for any digital campaign you produce. Check out some different kinds of banner ads to get inspired.

Should I be using Retargeting Ads? 

There is a multitude of good reasons why you may include these in your marketing plan. The main, maybe most obvious reason is what drives the internet’s advertising more and more: personalization. Customers are exponentially more likely to convert or purchase when they feel that a brand knows them, their needs, and is readily offering a product to fill that need. Retargeting ads fulfill two main purposes: maintaining awareness and driving conversions. What better way to do this than with other, extra, added information about that certain product that a cspecific user was looking at!?

In fact, if you ask Single Grain,  71% of consumers prefer ads that speak to their individual interests and are twice as likely to click on an ad, even from an unknown brand, if it’s personalized. That’s a pretty undeniable stat, right?

It used to be that clients would have to search your brand out to interact, which took place mainly in a store. Then came the internet with its multitude of information and it became easier than ever for people to interact with many brands at one time, and for those brands to talk back. Retargeting ads take that conversation one step further, by allowing the company to continue the conversation with the user and know to which type of person they are speaking to.

Because of all of this, retargeting ads and campaigns are highly-targeted, extremely efficient, and can be relied on to speak to the perfect audience virtually every time.

But as with everything else, there’s a right way and wrong way to do it and retargeting ads are no exception.

Some of our Retargeting Ads

Retargeting: A Cautionary Tale

Obviously, because retargeting is expected to fulfill such lofty marketing goals, everyone (and we do mean everyone) is using them; which is starting to become a classic case of “too much of a good thing” as far as internet users are concerned.  Most people want to find out about whatever they’re looking at, mull it over, compare other options, and then make their decision. And though people do want to see ads that are personalized and in line with their own tastes and preferences, studies have shown that when users were shown the same ad four to five times, their feeling could best be described as “annoyed” and when they saw the same ad ten times over, their feeling was one thing overwhelmingly—”angry”. These are not emotions you want your brand to stir in anyone who sees your ad, let alone your target market of potential customers.

Creativity > Retargeting

Of course, we have a suggestion for making sure that your retargeting banners titillate, not aggravate: creative creatives! (Genius, right!?) Focusing on quality creatives that showcase various aspects and facets of your product that are trafficked at various times, in appropriate settings with a myriad of images and CTAs will always be a good campaign decision. Rather than beating your potential or current customers over the head with the same information, the same image, and the same ad, (or worse, a static retargeting ad!) stun and wow them with your understanding of their needs by offering them beautifully animated ads that give them different, useful information and eye-catching visuals.  Then, when they are ready to make a purchase, they’ll know exactly where to go.

Why Choose The Bannermen

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See some of our work

Johnnie Walker

Johnnie Walker our work Standard Media Adverts Exceptional and Unparalleled Johnnie Walker is one of those brands to whom we could pen a love letter. Their briefs range from elegant builds with subtle animation to chipper and quick frame transitions with bright colours, to builds that feature rich colours paired with smooth and captivating animation. [...]

Diet Coke

Diet Coke our work Standard Media Adverts Oh yes, we can What’s better than an animated banner ad? Probably nothing—except maybe a glittery animated banner ad! And that’s exactly the creative brief that Diet Coke came to us with. We were only too happy to help glitter-fy the screens of Diet Coke’s audience with these [...]

Heineken Social

Heineken Social UEFA Champions League our work Social Facebook Instagram Global campaign in 6 hours or less Heineken came to us in 2018 with some lofty social media goals as they wanted to make their brand synonymous with UEFA Champions League games. To do so, they proposed creating Instagram posts, Instagram Stories, YouTube videos, and [...]


Nike our work Rich Media Adverts Find your Unlimited Potential Nike approached us with a killer banner ad campaign concept—desktop-only video ads that featured various Nike athletes, almost no text aside from a tagline, and multiple product shots in action. Which is exactly what we created! Just try and tell us these aren’t the slickest [...]

Heineken Rich

Heineken our work Rich Media Adverts Raise a Heineken to Video & HTML5 Integration Heineken is one of our favourite brands to work with, both because they have such great creatives and because they have such high standards. For this rich media campaign, we were commissioned to seamlessly integrate HTML5 with video. A quick word [...]


Gatorade our work Standard Media Adverts Client Direct Gatorade is one of our most important direct-to-client relationships. While more and more companies are looking to in-house some or all of the production process, our professionalism and expertise really starts to shine. Deploying (on average) two or three campaigns a year, it was not financially viable [...]


E.ON our work Rich Media Adverts Dynamic Media Programmatic Display Guardians of the Brand Galaxy E.ON is an international, privately owned energy supplier based in Essen, Germany, and has around 43,000 employees. As with any global powerhouse, E.ON delivers only the highest quality in everything they do, and digital display media is no exception. The [...]

McDonald’s Wraps

McDonald's Wraps our work Standard Media Adverts Campaign Consistency We know it feels like it's been a long time since McDonald's launched it's wraps, but when they did, we were right there with them! To get this campaign out the door, we produced a series of video and HTML5 units. This campaign was actually launched [...]

McDonald’s GTA

McDonald's GTA our work Rich Media Adverts Dynamic Media Parallax Plunge When McDonald's comes knocking at your door, you answer. So when we were brought in to help introduce the flavours of America to a British audience, we were thrilled! The beauty of these banners is found in their simplicity. As anyone who works with [...]

Destination BC

Destination BC our work Standard Media Ads Rich Media Ads Programmatic Ads Go Wilder Explore BC is an initiative to get BC residents to experience different aspects of their province during the fall, winter and spring months. It also includes a global ski campaign which help to advertise BC ski resorts, which account for almost [...]

Lotto Max

Lotto Max Millions our work Rich Media Adverts Dynamic Display Programmatic Display Retargeting Undercover This campaign for Lotto Max Millions was perhaps one of the most challenging projects we have undertaken. Take a minute to consider that every single banner you see on this page is in fact the exact same banner with minor adjustments [...]

Amazon Prime

Amazon Prime our work Standard Media Adverts Fall in Love with Amazon Prime This great set of banners was designed to accompany a campaign that saw shoppers falling in love not only with an Amazon product, but with the version of themselves who made the purchase. In the television spot associated with these banners, shoppers [...]


Evo our work Rich Media Adverts It's a BC Thing Evo is a carsharing service in the Greater Vancouver area, created by the British Columbia Automobile Association. When Evo approached us to re-create their visually stunning TV spot in HTML5 it was not a simple task because at the time, the digital sphere was undergoing [...]

Google Assistant

Google Assistant our work Standard Media Adverts The Tightest of Deadlines Working with an international powerhouse brand like Google is always exciting and this campaign for Google Assistant was nothing if not that. The biggest challenge facing our team on this project was the tight deadlines. The client had less than a week to produce [...]


Bulb our work Standard Media Adverts Greener. Brighter. Better. Working with Bulb was simply electric! Pun intended! But seriously, getting this campaign in and out the door was a lot of fun. Firstly, Bulb has such an undeniably cool style and we were very excited to bring the hand drawing to life. As with most [...]

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