Mobile marketers plan to increase their retargeting efforts in 2016, but transparency still a big challenge

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AdRoll, the ad retargeting firm, recently published its 2016 State of the Industry Report,  a survey of 1,050 marketers worldwide to gain a better insight into the future of retargeting and programmatic advertising. Conducted by Qualtrics, the study found that 66% of marketers plan to increase their ad spend this year.

B2B and B2C companies are at the forefront of the programmatic movement, particularly when it comes to buying programmatic ads on social media. Mobile is another area of strong growth for programmatic spending this year.

Programmatic ad buying by channel

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Source: adroll.com

The report also highlights the dominance of mobile in retargeting. 87% of marketers are planning to increase their mobile retargeting efforts in 2016. Increasing the overall reach of their social efforts, retargeting is a powerful tool. 51% of respondents indicated that a growth in mobile conversions is one of the key performance indicators for mobile retargeting. Other objectives include app installs (35%) and increasing the overall reach of a campaign (33%).

Mobile conversions and app installs are key objectives in retargeting

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Source: adroll.com

Of those marketers who are not retargeting on mobile yet, 61% report that they do not have an app or mobile site. The remainder aren’t convinced that the user experience is good enough yet.

Hindrances to adoption a retargeting strategy

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Source: adroll.com

Lack of attribution transparency (41%) remains a core challenge in mobile advertising. Today, measurement matters more than ever and since mobile advertising hasn’t been around as long as desktop, attribution is not as clearly defined. 37% of marketers also felt that consumers don’t convert well on mobile and mobile advertising lacks analytics tools (24%).

Attribution transparency is a core challenge

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Source: adroll.com

48% of advertisers find viewability tracking an important feature of attribution. When ads are seen, confirmation should be given. 36% hope for better multi-touch attribution tracking and 16% believe better technology to track users across multiple devices is needed.

Features of attribution

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Source: adroll.com

Adam Berke, President and CMO, AdRoll, says:

adam berke

“Marketing is becoming an increasingly technology-driven discipline, and practitioners are being held to higher standards of measurement and accountability than ever before. It therefore makes sense that marketers and business managers want their advertising efforts to be driven by the same innovations in data science, AI, and automation that have driven advancements in other parts of the modern enterprise.”