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Performance marketing platform AdRoll is out with a new report with detailed snapshots about marketers’ views on the future of digital marketing.

AdRoll’s report — “2017 State of Performance Marketing Report” — contains insights gleaned from a survey of more than 1,000 U.S. marketers, business owners, and executives. Their perspectives on the changing dynamics of the advertising and marketing landscape are front and center in the report.

“The fourth installment of this report explored top-of-mind topics among performance marketers including email marketing, programmatic advertising, retargeting, and attribution,” reads the report summary emailed to MAW. “For several years, industry experts have suspected that there would be a fundamental shift in how marketers evaluate digital marketing performance. In 2017, attribution is now accelerating to the forefront and is emerging as the highest priority issue for marketers.”

A key highlight of the report is that almost 75 percent of marketers find attribution critical or very important to marketing success. Nearly 60 percent said they plan to “take the definitive step of changing their attribution model in 2017.”

Indeed, advertisers and agencies alike have intensified their interest in marketing measurement, which is seen as key to evaluating not only campaign performance, but for optimizing their decision processes.

Other key findings from the report include:

  • More than 50 percent of survey respondents said they are currently investing more than half of their budgets in programmatic initiatives alone — that’s up from 32 percent of respondents in 2015.
  • More than two-thirds of marketers state that programmatic delivers a greater return on investment than traditional media.
  • Seventy seven percent of marketers ran programmatic ads on social media in 2016, while 53 percent ran programmatic on mobile and 37 percent did so on video.

“Marketing as a discipline is increasingly viewed as a growth driver with direct revenue accountability. This is causing marketers to look for smarter and more sophisticated ways to connect their activities to actual business metrics beyond the rudimentary last click models that have been around for the last 15 years,” said Adam Berke, the CMO and president of AdRoll.

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