AdRoll Report Finds The Attribution Struggle Is Real

AdRoll Report Finds The Attribution Struggle Is Real
SHARE
THIS



AdRoll, the performance advertising platform, published its 2015 ANZ State of the Industry Report, a survey of 265 ANZ marketers that reviews the marketer’s perspective on the changing dynamics of the advertising and marketing landscape.

The annual report is the most in-depth of its kind and gives unprecedented insight into how marketers see the future of digital advertising evolving. To conduct the survey, AdRoll partnered with third-party research company Qualtrics to help garner an unbiased view of how marketers are using retargeting, programmatic and performance marketing across their businesses.

The survey found that attribution is still a key concern of ANZ marketers with 41 per cent of marketers not sure how to effectively implement or analyse attribution tracking yet 92 per cent consider attribution to be important or critical to marketing success.

While programmatic is a fairly new practice in terms of years, the research indicates marketers have fully embraced the programmatic era! An incredible 92 per cent of marketers are planning for their programmatic budgets to increase or stay the same over 2016 and 55 per cent of marketers are seeing greater return through programmatic ads compared to traditional media buying.

Managing director, APAC AdRoll, Ben Sharp said: “Marketing is becoming more and more technology driven and marketers are being held to higher standards of measurement and accountability than ever before.

“The results from this survey make it clear that 2016 is staged to be a massive year for digital advertising and that marketers understand the importance of being able to accurately report on digital campaigns and want to learn how to do it better.”

The full report details how programmatic is impacting the advertising world well beyond its roots in display, by capturing conversions on mobile and social as well. In addition, marketers report that attribution is critical to their success, but that improvements are still needed. Key findings include:

The programmatic era:

  • 92 per cent of marketers are planning for programmatic ad budgets to increase or stay the same in the coming year
  • 55 per cent of marketers are seeing greater return through programmatic ads compared to traditional media buying.
  • ANZ marketers purchase programmatic ads across a range of channels with the most popular being social media at 68 per cent

Media buys are matching modern, mobile media consumption

  • 70 per cent of marketers purchase social media space programmatically
  • 52 per cent of B2B marketers are currently retargeting on mobile, compared to only 41 per cent of B2C marketers
  • Over 1/2 of marketers say social media is the hottest topic in retargeting, with email retargeting placing second

The attribution gap is on marketers’ minds

  • 92 per cent consider attribution to be important or critical to success
  • 49 per cent feel that the future of attribution is better multi-touch tracking
  • 41 per cent aren’t sure how to effectively implement or analyse attribution tracking

Retargeting is still a top performing channel

  • 38 per cent spend 10–25 per cent of their entire online ad budget on retargeting
  • 31 per cent intend to increase their retargeting budgets over the next 12 months
  • 62 per cent say the top objective for retargeting is brand awareness

Please login with linkedin to comment

digital customer hot breakfast

Latest News

Building New Social Experiences On Facebook Gaming: Play Watch Connect
  • Campaigns
  • Media
  • Technology

Building New Social Experiences On Facebook Gaming: Play Watch Connect

For years, people have been able to play games, watch gaming videos and connect with fellow gamers on Facebook. But what if we could do more? Imagine a world where you didn’t just watch a gaming creator stream their play session, but instead, you could jump in and play with them live without needing to […]

CommBank Report: Aussies Keen To Spend On Travel
  • Media

CommBank Report: Aussies Keen To Spend On Travel

CommBank has today released its Household Spending Intentions (HSI) Index for November 2021, signifying its highest spending level since December 2019 and significant post-pandemic recovery, particularly in travel. The index – which provides an in-depth gauge of Australian consumer spending – rose 2.1 per cent during November to 110.3, driven by solid gains in spending […]

Disability Groups Call For A National Digital Accessibility Roadmap
  • Campaigns
  • Technology

Disability Groups Call For A National Digital Accessibility Roadmap

On International Day of People with a Disability, Infosys (NYSE: INFY) a global leader in next-generation digital services and consulting has released a first of its kind report: Exploring digital accessibility priorities and investments in Australia and New Zealand organisations. The study assessed for the first time, how far 670 organisations across Australia (570) and […]

Affinity Ranks Second At WARC Effective 100
  • Media

Affinity Ranks Second At WARC Effective 100

Independent Australian agency, Affinity has held its own against the world’s best in the prestigious WARC Effective 100, being named the second most effective Digital/Specialist agency in the world, and first across APAC. The recognition follows several wins in 2020 at global and local effectiveness awards across a range of clients, including Effies, New York […]

Tinder: Year In Swipe 2021
  • Campaigns

Tinder: Year In Swipe 2021

2019 had everyone facepalming at the state of the world, 2020 had us shrugging with uncertainty about the future and 2021 is the year we all exchanged and watched the drama unfold. From sharing the collective thought of oh my God when will this end to a common appreciation for simple meet-cutes, Tinder Gen Z […]

GoDaddy Wins Big At Olympic Marketing Awards
  • Media

GoDaddy Wins Big At Olympic Marketing Awards

The Australian Olympic Committee (AOC) announced internet domain registrar, GoDaddy as the winner of the 2021 Inspiration awards for excellence in Olympic marketing in Sydney last Thursday night. GoDaddy’s ‘Dream It. Build It’ campaign earned the top of the podium in a highly competitive field, ahead of Speedo’s ‘Made for Aussies, worn by Olympians’ and […]

Re:act Encourages Young Drivers To Practise Road Safety In New Campaign
  • Campaigns

Re:act Encourages Young Drivers To Practise Road Safety In New Campaign

Road safety behaviour change campaigns, created by local university students to educate young drivers about the risks of driving fatigued, launched nationally across Australia this morning. The campaigns are now featuring across digital assets in metropolitan and regional Victoria, New South Wales, Queensland and Western Australia, and will run for the next two weeks on […]

LEGO® Australia Rebuilds The World One Brick At A Time
  • Campaigns

LEGO® Australia Rebuilds The World One Brick At A Time

This holiday season Lego Australia will be conducting a giant rebuild of the world at the Sydney Opera House. LEGO® Australia will be inspiring children and families once again through their remarkable Christmas Giant builds. Thanks to an exciting partnership with the Sydney Opera House, the activation will take centre stage on the iconic Forecourt. […]