Marketers are increasingly moving budget and attention towards a more mobile, programmatic, measurable media space this year, according to a report from retargeting and performance platform Ad Roll shows .
The San Francisco-based company polled 1,050 U.S.-based marketing executives that work at both B2C and B2B companies. Their findings show increased projected investment in programmatic media – 32% of those polled say they spend at least half their media budget in programmatic, up from 14% in 2014. Eighty-seven per cent of marketers polled said they believe programmatic ads offer a higher return on investment than traditional media.
“Given its time-saving optimizations, programmatic advertising continues to be adopted rapidly, and marketers are still spending more on programmatic ads than on other media types,” the report states. “Looking ahead to 2016, 66% of marketers expect to increase their programmatic advertising budgets.”
Mobile is likewise getting more attention, according to the study, as 87% of those polled said they plan to increase their mobile spending in 2016. Eighty-two per cent said they are currently retargeting consumers on mobile, up from 54% in 2014.
Moreover, advertisers generally seem to be getting a better handle on campaign attribution in the digital space, with increasing numbers of them saying they track attribution across multiple touch points – 40% in 2015 versus 24% the year prior – and deal with that data first-hand thanks to an increased understanding.
But while fewer marketers said they “don’t know anything” about attribution or analytics (1% this year, versus 5% in 2014), fewer marketers also said they are tracking attribution across “most” campaigns, dropping to 40% from 45% last year.
Ad Roll’s report can be downloaded here.
(All charts courtesy of Ad Roll)
