Retargeting: How Well Do Marketers Know It?

Retargeting: How Well Do Marketers Know It?
SHARE
THIS



The Australian market has really embraced digital advertising, says retargeting platform AdRoll. Unlike the US and the UK, digital advertising now attracts a larger ad spend than TV. Digital programmatic buying and big data prompted a marketing shift from analog guess-and-test programs to highly targeted real-time programmatic campaigns.

This shift has forced marketers to become more like analysts, using technology to react to always-on consumers in real time. It’s only natural that they’ve begun to demand tools that support their vision for a full-funnel, multi-platform, data-driven marketing strategy.

Retargeting allowed marketers to leverage first-party data to directly target the most promising individual consumers. It introduced a simple, practical way to put programmatic ambitions and valuable customer intent data into action and drove clearly measurable ROI. Today, programmatic buying techniques represent 60–70% of all display related ad spend in Australia.

But are Australian marketers truly embracing retargeting? Is it just a cheap conversion tactic or an important part of a full-funnel marketing strategy? Are marketers investing time and resources into retargeting?

To find out, we partnered with independent research firm Qualtrics to survey a diverse group of 200 professional marketers in Australia across a variety of industries and examined AdRoll retargeting campaign data.

Key findings:

Expanding the definition of retargeting

  • Retargeting doesn’t just drive sales. 71% of marketers use retargeting for brand awareness and 55% for customer retention.
  • The number one marketing objective of retargeting is brand awareness (71%), followed by driving sales (60%) and customer retention (55%).
  • Total conversions came in as the #1 campaign success metric among Australian marketers. Insights into customer behaviour was a close second.

Increasing investment & performance

  • 41% of marketers spend 10–25% of their entire online ad budget on retargeting.
  • 69% of marketers intend to increase their retargeting budgets over the next 12 months.
  • 74% of marketers claim retargeting campaigns increase online conversions—55% have seen an increase in mobile conversions.
  • 93% of marketers claim retargeting performs equal to or better than other display, 90% equal to or better than email, and 88% equal to or better than search.

Catching up to consumers

  • One in every two marketers is retargeting on mobile—rapid adoption driven by unparalleled cross-device performance.
  • For both B2B and B2C, one in two marketers say social media is the single hottest topic in retargeting. Mobile and cross-device retargeting comes in at #2.

Addressing the attribution gap

  • 90% of marketers consider attribution important or critical to success.
  • Understanding the customer is the number one reason why marketers believe attribution matters.
  • 47% of marketers think viewability tracking is the future of attribution.

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]