Dive Brief:
- The State of the Industry 2016 report from AdRoll found that marketers are extremely bullish on programmatic this year.
- A strong majority (98%) of respondents expect programmatic budgets to increase or stay the same this year, and 87% believe programmatic ad provide greater ROI than traditional media.
- Understanding what channel is producing results is also important with 84% of surveyed marketers reporting that solving for attribution is critical to success. Marketers using an attribution model that tracks multiple touch points rose to 40% in 2015 from 24% in 2014.
Dive Insight:
"As programmatic buying continues to evolve past the web, cross-platform marketers have taken to it just as readily on other channels," the report reads. "A third of marketers are now buying programmatically on mobile; a quarter on TV; and a fifth on video. This rapid, broad adoption across channels is an extremely strong indicator of its inherent ability to drive performance."
The AdRoll report also found that mobile is a key channel for 2016 with 87% of marketers planning on increasing mobile investment, and 82% of marketers said they were currently retargeting on mobile, up from 54% in 2014. In terms of mobile retargeting goals, 51% of marketers cited increase in mobile conversions, 35% increase in app installs, and 33% increase in overall reach. Lack of attribution transparency was cited by 41% as the biggest challenge in mobile advertising.
Chris Choi, Blue State Digital deputy director of media, told Marketing Dive last year, "The next wave in programmatic will be about the quality of the data and whether data can help advertisers solve complex and unique challenges to measuring success, like connecting online advertising with offline action."