Global ad platform AdRoll has launched its ANZ State of the Industry report which closely looks at the advertising and marketing landscape. For the first time this year, the APAC’s Sydney office included NZ marketers in their survey for the first time.
The survey of 265 ANZ marketers reviewed the marketer’s perspective on the changing dynamics of the advertising and marketing landscape.
AdRoll worked with third-party research firm Qualtrics, and surveyed 265 marketing and advertising executives on both sides of the Tasman to get a comprehensive look at the market. Key findings include:
- 92% of marketers are planning for programmatic ad budgets to increase or stay the same in the coming year
- 52% of B2B marketers are currently retargeting on mobile, compared to only 41% of B2C marketers
- 92% consider attribution to be important or critical to success
The report finds the attribution struggle is real with 41% of marketers not sure how to implement; 92% of marketers understand the importance of attribution and 49% feel the future of attribution is better multi touch tracking.
Following the New Zealand launch of Adshel Live in June, last year, Adshel’s revenues in H2 grew 19.6% year-on-year compared to total out-of-home market growth of 14.9%.
While programmatic is a fairly new practice in terms of years, the research indicates marketers have fully embraced the programmatic era, with 92% of marketers planning for their programmatic budgets to increase or stay the same over 2016, and 55% of marketers are seeing greater return through programmatic ads compared to traditional media buying.
“Marketing is becoming more and more technology driven and marketers are being held to higher standards of measurement and accountability than ever before” said Ben Sharp, the Sydney-based APAC AdRoll managing director.
“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:
- Media buys are matching modern, mobile media consumption
- 70% of marketers purchase social media space programmatically
- 52% of B2B marketers are currently retargeting on mobile, compared to only 41% 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% consider attribution to be important or critical to success
- 49% feel that the future of attribution is better multi-touch tracking
- 41% aren’t sure how to effectively implement or analyse attribution tracking
- Retargeting is still a top performing channel
- 38% spend 10–25% of their entire online ad budget on retargeting
- 31% intend to increase their retargeting budgets over the next 12 months
- 62% say the top objective for retargeting is brand awareness
About AdRoll
AdRoll is a leading performance advertising platform with over 20,000 active advertisers worldwide. To reach beyond existing audiences, we’ve introduced AdRoll Prospecting to help businesses attract new customers. Our innovative and easy to use marketing platform enables businesses of all sizes to create personalised ad campaigns based on their own website data, driving maximum return on online advertising spend. AdRoll provides a high degree of transparency and reach across the largest display inventory sources, including Google AdX and Facebook Exchange. The company is backed by leading investors such as Foundation Capital, IVP, Accel Partners, Merus Capital and Peter Thiel. For more information, please visit www.adroll.com.
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