REPORT, 14 Pages
Published: Feb 2016
Topic(s): Industry Trends
AdRoll State of the Industry UK 2016
A closer look at retargeting, programmatic advertising, and performance marketing.
Programmatic advertising: it’s easy to forget just how new it really is. As in all industries driven by disruptive technology, programmatic advertising is constantly evolving. This year, we surveyed a diverse group of 220 marketers in the UK to discover how businesses are thinking about - and adopting - the new marketing opportunities brought forth by programmatic advertising.
- 61% of UK marketers say programmatic ads provide a greater ROI than traditional media.
- 45% of marketers surveyed say they will raise their programmatic ad budgets in 2016. マーケターは全チャネルでプログラマティック広告に偏った投資を行う傾向にあり、マーケターの70%がプログラマティック広告に広告予算の10〜50%を投入。
- Marketers think mobile first, despite persistent challenges, with 54% of marketers using mobile retargeting—and over half of them plan to increase their 2016 investment.
- Attribution continues to be a hot topic, with 47% of marketers saying that better multi-touch attribution modelling is the future of attribution, even though only 17% currently use this method.