AN INVESTIGATION OF RETARGETING STRATEGIES IN DIGITAL ADVERTISING: A STUDY OF AN ONLINE GAMING PLATFORM IN LAGOS, NIGERIA.
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study:
Retargeting strategies have become essential in digital advertising by reconnecting with potential customers who have previously shown interest in products or services. Online gaming platforms in Lagos are increasingly utilizing retargeting techniques—such as personalized ads, email reminders, and social media retargeting—to re-engage gamers and boost conversion rates (Adeleke, 2023). This study examines the effectiveness of retargeting strategies in digital advertising by analyzing metrics such as click-through rates, conversion rates, and overall return on ad spend. Retargeting helps to reinforce brand messages and maintain top-of-mind awareness among gamers, leading to higher engagement and improved monetization opportunities (Ibrahim, 2024). However, issues such as ad fatigue, privacy concerns, and overexposure can negatively impact campaign performance. The research aims to assess these challenges and provide recommendations for optimizing retargeting strategies on online gaming platforms, ensuring that advertising efforts translate into tangible business outcomes (Babatunde, 2025).
Statement of the problem:
Although retargeting strategies are widely adopted, online gaming platforms in Lagos encounter challenges in maintaining campaign effectiveness. High frequency of ads can lead to consumer fatigue, while privacy concerns may reduce the willingness of users to engage with retargeted content (Adeleke, 2023). Additionally, the integration of retargeting data with broader marketing strategies is often inconsistent, leading to variable conversion rates. These issues underline the need for a systematic evaluation of retargeting practices to ensure optimized performance and sustained user engagement (Ibrahim, 2024).
Objectives of the study:
To assess the impact of retargeting strategies on digital advertising performance.
To identify challenges in implementing retargeting on online gaming platforms.
To propose optimization strategies for retargeting campaigns.
Research questions:
How do retargeting strategies affect conversion rates on gaming platforms?
What challenges impede effective retargeting in digital advertising?
What measures can enhance the performance of retargeting campaigns?
Significance of the study:
This study is significant as it provides insights into optimizing retargeting strategies for online gaming platforms. The findings will help marketers improve campaign efficiency, leading to increased engagement and better return on ad spend, thereby enhancing overall digital advertising performance (Babatunde, 2025).
Scope and limitations of the study:
The study is limited to investigating retargeting strategies on an online gaming platform in Lagos, Nigeria, focusing exclusively on digital advertising metrics.
Definitions of terms:
Retargeting: A digital marketing strategy aimed at re-engaging users who have previously interacted with a brand.
Digital Advertising: The use of digital channels to promote products or services.
Online Gaming Platform: A digital service that provides gaming experiences to users.
Related Project Materials
TELEVISION AS A TOOL FOR NATIONAL INTEGRATION
ABSTRACT
The study is aimed at looking into the various roles of television as an effective tool for nationa...
The effect of digital platform efficiency on corporate banking performance: A case study of Keystone Bank, Abuja.
Background of the Study
Digital platform efficiency plays a critical role in enhancing corporate banking performance by streamlining proc...
THE EFFECT OF BRAND IMAGE ON CONSUMER BEHAVIOR
ABSTRACT
The purpose of this study was to examine the effects of b...
THE EFFECT OF COMPUTERIZATION ON SERVICE DELIVERY
ABSTRACT
The study was about the effect of computerization on service delivery in Airtel Uganda.
The study was...
AN ASSESSMENT OF PUBLIC ACCOUNTING METHODS IN MERGER AND ACQUISITION
AN ASSESSMENT OF PUBLIC ACCOUNTING METHODS IN MERGER AND ACQUISITION
ABSTRACT
The study aims to assess the eff...
An Examination of IT-Driven Customer Service Innovations and Customer Satisfaction: A Study of Telecom Firms in Katsina State
Background of the Study
Customer service is a critical determinant of business success, and information technology (IT) has revolutionize...
An Assessment of Governmental Accounting Practices in Education Financing in Lafia LGA, Nasarawa State
Background of the Study
Education is a cornerstone of development, and effective financing is essential for sustaining its...
An Examination of Crisis Management Strategies in Abuja’s Tourism Sector
Tourism is a critical component of economic growth and cultural exchange, but it is also highly vulnerable to crises, including natural disasters,...
The Role of Risk-Based Auditing in Enhancing Financial Accountability in NGOs
Background of the Study
Non-Governmental Organizations (NGOs) play a vital role in delivering services that governments...
THE ROLE OF NIGERIAN COURTS AND TRIBUNALS IN THE ADMINISTRATION OF JUSTICE
ABSTRACT
The judicial powers of the Federation and of States are vested in Courts established by section 6 of the Constitution of the Fed...
