Widespread budget increase for programmatic across ANZ

Nicola Riches
By Nicola Riches | 24 February 2016

92% of marketers in the Australia/NZ region are planning to increase their programmatic over the course of this year, according to a State of the Industry report issued by AdRoll today.

The report – which was put together in conjunction with third-party research company Qualtrics – also shows that 55% of marketers are witnessing greater return from programmatic than they ordinarily did through traditional media buying practices.

Interestingly, ANZ marketers purchase programmatic ads across a range of channels, yet the most popular was social media at 68%.

“Marketing is becoming more and more technology driven and marketers are being held to higher standards of measurement and accountability than ever before” says AdRoll APAC managing director Ben Sharp.

“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.”  

In addition to an in-depth look at programmatic, the report also reveals that marketers believe attribution is critical to their success, but that improvements are still needed. Key findings include: 92% consider attribution to be important or critical to success; 49% feel that the future of attribution is better through multi-touch tracking.

Revealing a big gap in the market, 41% admit to not being sure how to effectively implement or analyse attribution tracking.

Furthermore, 52% of B2B marketers currently retarget on mobile, compared to only 41% of B2C marketers. More than half of those surveyed say social media is the hottest topic in retargeting, with email retargeting placing second

Retargeting is still a top performing channel: 38% spend 10–25% of their entire online ad budget on retargeting, while 31% intend to increase their retargeting budgets over the next 12 months.

The survey included 265 ANZ marketers and reviews the marketer’s perspective on the changing dynamics of the advertising and marketing landscape.

The annual report, says AdRoll, “is the most in-depth of its kind and gives unprecedented insight into how marketers see the future of digital advertising evolving.”

Email Nicola at nicolariches@yaffa.com.au.

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