• by Mary C. Long , Columnist, January 28, 2016

From Reddit to BuzzFeed to that new Vine celebrity that Millennials are talking about, a vast amount of the content produced online is designed simply to keep us entertained. But when you’re up against “fast” content that offers instant gratification — like #belfies and cats being scared of cucumbers — it can be difficult to draw your audience back in without becoming the brand embodiment of Overly Attached Girlfriend. 

The solution here is retargeting. As the volume of content online continues to grow, the business of gently guiding audiences back to brands is growing, too.

Why does it work?

Your online audience is easily distracted, but that doesn’t mean they don’t care about your brand. Life gets in the way sometimes. Whether it’s putting the kids to bed, responding to an urgent email or simply thinking “that’s enough Internet for today,” there are hundreds of reasons why visitors might leave your site — and a lot of them having nothing to do with how they feel about you.

Successful e-commerce brands understand this. According to a SaleCycle survey last year, 29.9% of clicks on "abandoned basket" emails lead to a purchase. See how effective a gentle nudge can be? 

Retargeting your entertainment content works in a similar way — but as native content suggestions are less pushy than a “come back and buy stuff” email landing in your inbox, they have the potential to be even more effective.

How does it work?

Online video might be getting all the attention right now, particularly where entertainment marketing is concerned, but retargeting is the real trend to watch. 

While native ads have been around for a while, the technology used to suggest relevant content has improved dramatically in recent years. It’s no longer about getting your content in front of an audience — it’s about getting your content in front of the right audience, at the right time. 

Leading providers of retargeting tools like Revcontent, Outbrain and Nativo are highly selective about the sites they include —Revcontent turns away 98% of applicants, and Outbrain only recommends content on the web’s “largest and most respected media properties.”

All this means huge returns for the brands using retargeting. Revcontent’s algorithm “operates in real time, identifies the social and behavioral engagements of your audience, and is able to tailor the best content recommendation to meet their interests and needs,” which essentially means one thing: really high relevance. 

And relevance is the key to successful entertainment marketing. It’s also the reason that “fast” content goes viral —cute animals doing funny things generally resonates with a very broad audience, even if it doesn’t resonate that deeply. Your content has more value than a 10-second video of a baby goat skidding on ice — you just need to get it in front of a relevant audience.

Where’s it headed? 

According to Digital Information World, 49% of major brands have a dedicated retargeting budget. Revcontent alone powers 150 billion content recommendations every month. Nativo boasts 400 publishers in their circle. This is all a testament to just how serious retargeting is right now — and why your entertainment brand can’t afford to miss out.

Retargeting algorithms are advancing all the time, and the interfaces for brands and publishers are offering an increasing number of options, meaning more control and more revenue for users.

Competing with cat videos and Honey Boo Boo gifs is a challenge for any entertainment marketer, but if you’re producing quality content, it’s a battle you can win. Your visitors know they like your content — you just need to cut through the noise and remind them where to find it. 

Is your entertainment brand already using retargeting? Share your experience in the comments!