AdRoll Makes Its Mark In Australia

AdRoll Makes Its Mark In Australia

Retargeting ad platform, AdRoll has announced 250% revenue growth in Australia, with customer numbers reaching over 800 since launching in the market.

Danielle Edwards
Posted by Danielle Edwards

The results, which come as AdRoll approaches its one year Australian anniversary, demonstrate an increasing interest for the company’s targeted advertising solutions, as Australian marketers prove their appetite to test and integrate ad tech platforms that deliver real results against their marketing objectives.

Ben Sharp, AdRoll managing director ANZ, said: “In under a year, we’ve not only seen our client numbers more than double across all customer segments, but the strong appetite for retargeting in Australia’s digital industry has also meant we’ve exceeded our initial stretch goal to build a team of 20. We’re finishing the year by moving into a new office with a team of 25, and plan to continue to grow the team throughout 2015.

“With Australia’s digital market expanding – display-related advertising accounted for $3.3 billion total revenues in Q2 2014, up 5% from Q2 2013 – plus our plan to add new product offerings outside of our core retargeting solution, which currently sees us forecasting 300% growth in 2015,” he said.

Throughout the year, AdRoll has run highly successful campaigns for the likes of Estee Lauder, online fashion boutique Popcherry and consumer technology company, Yatango.

Yatango enlisted AdRoll to help drive customer acquisitions and develop stronger relationships with potential customers. By using the platform, Yatango was able to target audience segments to deliver messages to leads with creative based on products they had previously browsed. The campaign saw Yatango experience ROI of 5.9 and a 200% up-lift in sales.

Mark Taylor, Yatango head of marketing said: ‘‘Retargeting is a truly essential part of ensuring we aren’t losing customers. Knowing the level of intent of potential customers and what to bid for them can be a major challenge; AdRoll gives us clarity around what specific individuals are doing on our site so we can target them appropriately.”

AdRoll also works with Australian agencies of all sizes and building strong partnerships with trading desks by providing complementary products that easily manage all retargeting needs.

Match Media director, James Simmons, said: “AdRoll’s innovative technology allows us to work on a self-service basis. Most importantly, the platform delivers a level of transparency where we can pull real-time granular reporting to drive results for our clients and keep them up-to-date with the latest campaign developments.”

In 2014, AdRoll launched a unique mobile retargeting product that allows local marketers to execute cross-device advertising campaigns. The product, which segments a brand’s high-intent desktop site visitors and retargets them as they browse mobile websites, Facebook and Twitter on their smartphones and tablets, is the only unified solution available in Australia.

“Retargeting plays a vital role in the marketing mix, helping brands drive customer acquisitions and increase online sales through segmenting website browsers and delivering relevant messaging,” says Sharp. “It’s great to see so many local advertisers experiencing success after running personalised retargeting campaigns and we look forward to sharing the results of brands embracing cross-platform retargeting through our mobile offering in 2015.”