AdRoll: Future looking bright in Australia

A year on from the digital marketing tech vendor's restructure, its VP highlights new partnerships and products are on the agenda

The future is looking bright for the Australian arm of AdRoll, its regional VP claims, with new partnerships and products on the agenda.

Nearly a year on from a restructure, which saw most Australian AdRoll staff moved on, AdRoll vice-president EMEA and APAC, Marius Smyth, told CMO the digital marketing tech provider has started to see ‘green shoots’ around stabilising and refocussing the business.

The ambition is to reposition AdRoll from being a retargeting player to offering more opportunities for clients around data and measurement.

“We checked in with customers, mainly SMBs, to see where the market was. Six months on, we’ve managed to stabilise and refocus the business, and we’re starting to see some green shoots around acquiring new customers as well," Smyth said. 


“Our aim has been to really focus on the big convergence between adtech and martech that customers struggle with. They tend to gravitate towards the bigger players to try to make sense of what they should be doing in terms of marketing and advertising and how they link together. 

“Of course, businesses are focused around attracting and retaining customers, and how to convert customers better, how to measure the impact and how to use that data to make their message more personalised.” 

It was therefore a natural progression to move AdRoll from being a retargeting player to offering more opportunities for measurement and to get better data, and thinking about new products customers may want in the future to be able to covert new customers or help the customer journey, Smyth continued. 

“That is informing our strategy for the rest of this year and into next year,” he said. “The Australian market still represents a lot of opportunity for us. There are a lot of SMBs in the market and we’re seeing the response in terms of going back to the market to that customer segment.” 

Partnerships are also on the agenda for AdRoll, with ecommerce players including Shopify, which already has large customer bases. The pair partnered in September to help attract, convert and grow audiences for the Shopify store. 

“As the convergence between adtech and martech continues, companies are going to be looking for guidance in that area. They have all the customer information, they just want to use it more effectively, look for actionable insights for the journey their customers are on, intelligence around measurements, and getting better returns,” Smyth said. 

“Also, they need better strategies and programs to activate new customers and keep loyal customers. That’s where everything is heading. So we will build products that help action that data and better use that data, organise data, get insights from data, so companies will be best placed for the future. 

Smyth confirmed AdRoll now has nine people in the Australian office after consolidating the business, and is looking for more support headcount. 

“There were a lot of people rightly concerned around what our next move would be in terms of the office and the region. But we’ve managed to get it to a really good place and the future looks very bright here,” Smyth concluded.

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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in