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State of the Industry: A close look at retargeting and the programmatic marketer

By: AdRoll

Retargeting has been a breakout tactic since marketing made the shift from analog guess-and-test programs to real-time programmatic campaigns.

We surveyed 1,000 marketers and analyzed AdRoll campaign data from over 11,000 advertisers to find out how US marketers are using retargeting and what they're looking for in 2015 and beyond.

Here's what we found:

  • 92% of marketers report retargeting performs equal to or better than search, 91% equal to or better than email, and 92% equal to or better than other display.

  • 71% of marketers spend 10 to 50 percent of their entire online ad budget on retargeting; up from 53% in 2013.

  • Social media is the single hottest topic in retargeting—mobile and cross-device retargeting comes in at #2.

Tags : adroll, retargeting, programmatic buying, display advertising, programmatic campaigns, online advertising, mobile advertising, mobile retargeting
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Published:  Jan 21, 2015
Length:  13
Type:  White Paper