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BizReport : Advertising archives : March 20, 2015

AdRoll: US, Europe, Japan push for more retargeting

Retargeting, retargeting, retargeting. According AdRoll's new State of the Industry report retargeting is the link marketers in the US, Europe and Japan are looking at to create a more engaged relationship with shoppers.

by Kristina Knight

Retargeting isn't a new endeavor in the online space, according to new data out from AdRoll about half of ad budgets in the US and Japan are already earmarked for retargeted campaigns. However, attribution for marketers in Japan is a bigger issue than for those in the US or Europe. AdRoll's data shows that about one-third of Japanese marketers are 'challenged' with attribution modeling while fewer than 5% of marketers in the US and Europe have the same issue.

"84% of the marketers we surveyed said they plan to increase investment in retargeting in 2015. However, to facilitate this growth, marketers will need more options and new technology. In particular, they plan to invest in attribution tools. Only 24% of Japanese marketers said they track attribution on most campaigns and only 9% use multi-touch compared to the US where 45% of marketers track attribution and 24% use multi-touch. At AdRoll we know that better measurement of campaigns results in greater return on investment, which is why we think this is an important topic of discussion for Japanese marketers," said Adam Berke, President and CMO, AdRoll.

The US and European State of the Industry reports were released earlier; the Japanese report has just been released. Some interesting findings include:

• 89% of Japanese marketers say retargeted campaigns perform as well/better than search campaigns
• 91% say retargeted campaigns perform as well or better than other display options
• 87% say retargeted campaigns perform equal to or better than email campaigns

Image via Shutterstock

Tags: AdRoll, advertising advertising trends, retargeted advertising, retargeted campaigns

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