Programmatic advertising has grown immensely over the past few years, and AdRoll has the numbers that show where it’s headed in a new report titled State of the Industry 2016.
Surveying over 1,000 US marketers across various industries, the report illustrates the changes have come with the retargeting, programmatic advertising and performance marketing divisions. Highlights from the report include:
- 32 percent of marketers spend over 50 percent of online advertising budgets on programmatic.
- Marketers think mobile first, despite persistent challenges. The percent of marketers retargeting on mobile jumped from 54 percent to 82 percent during last year.
- Attribution continues to be concentrated on, as the number of marketers who adopted an attribution model tracking multiple customer touch points (instead of the usual single-click model) has nearly doubled, going up from 24 percent in 2014 to 40 percent last year.
- Programmatic advertising investment has changed significantly, with a bigger increase in budget last year alone. Those numbers will likely change again this year.
Retargeting also has a big focus in the report, with a lot of marketers agreeing that eBay is the most likely source for that strategy. Pinterest, Instagram and Snapchat were also mentioned, with messaging apps finding a fifth place slot.
Mobile retargeting was also touched upon, with 87 percent of those polled indicating that they would increase their investment in mobile for this year.
82 percent of those marketers are taking part in retargeting on mobile, up from 54 percent the year before. Meanwhile, those that aren’t partaking in mobile stated some reasons why, with the most popular being that they don’t have a dedicated app.
When it comes to email marketing, engagement seems to be the biggest factor, with 58 percent of those polled believing it’s the most vital ingredient. Meanwhile, loyalty, customer retention and cross-sell/upsell are also considerable factors.
Lastly, marketers were asked about what would determine the success of a digital campaign. 50 percent felt that high ROI/ROAS was a heavy factor, although total conversions and low CPA were also considered. The report also noted that about a third of a marketing budget is allocated to digging in for new consumer leads, while another third goes to turning them into consistently spending customers.
