Attribution a stumbling block for A/NZ marketers

Latest AdRoll report into programmatic's rise in digital advertising spend also looks into the challenges marketers still face around attribution modelling

Attribution is vital to marketing success but remains a key stumbling block for Australian marketers, while programmatic is a burgeoning area of spend, a new report has found.

The new ANZ State of the Industry report produced by ad tech vendor, AdRoll, in partnership with third-party research firm, Qualtrics, found 92 per cent of Australia and New Zealand marketers are planning for programmatic ad budgets to increase or stay the same in the coming year. Just over two-thirds (68 per cent) are spending between 10 and 50 per cent of their advertising budgets on programmatic ads.

In addition, 55 per cent claimed to be seeing greater returns through programmatic ads compared to traditional media buying.

The most popular channel for programmatic is currently social media (68 per cent), and 70 per cent of marketers are purchasing social media space programmatically.

The survey also found attribution is a key concern for local marketers, with 61 per cent asserting solving attribution as critical or very important to their success as marketers. Overall, 92 per cent believe attribution is vital to marketing success. But 41 per cent are still not sure how to implement or analyse attribution tracking.

Just on half (49 per cent) suggest the future of attribution is better multi-touch tracking, even though only 39 per cent are using this approach. Thirty-five per cent said viewability tracking was the future of attribution. Currently, 53 per cent of respondents are using first/last touch attribution as their primary digital marketing model.

Retargeting was investigated further in the report, and shown to be securing between 10 and 25 per cent of the entire online ad budget for 38 per cent of marketers surveyed. Third-one per cent intend to increase retargeting budgets over the next 12 months, with the top objective being brand awareness.

When it comes to effectiveness, 81 per cent agreed retargeting was performing well or better than alternatives when compared to other display ads, and 78 per cent agree in comparing retargeting to email. Eighty per cent also saw retargeting as performing well or better compared to search.

Just over half of B2B marketers are currently retargeting on mobile, compared to 41 per cent of B2C marketers, and over half of marketers say social media is the hottest topic in retargeting, following by email.

When it comes to how marketers measure a digital campaign’s success, total conversions was overwhelmingly the preferred metric (59 per cent), followed by ROI/return on ad spend (33 per cent), cost per action (17 per cent), clickthrough rate (15 per cent) and cost per click (14 per cent).

The report also delved into the approach to customer lifecycle, and asked marketers how they allocated budget accordingly. Across the group, just over one-third (36 per cent) was found to be allocated to prospecting for new customers, 26 per cent for converting prospective customers, 1 per cent for activating or upselling customers, and 20 per cent onretaining customers and driving loyalty.

The Adroll report was based on a survey of 265 A/NZ marketers.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in