State of the Industry: Retargeting and Programmatic Buying

Survey responses from 1000 marketers

Retargeting has been a breakout tactic since marketing made the shift from analog guess-and-test programs to real-time programmatic campaigns. But how are advertisers currently leveraging retargeting across their marketing mix?

AdRoll surveyed 1,000 marketers and analyzed their campaign data from over 11,000 advertisers to find out how US marketers are using retargeting and what they’re looking for in 2015 and beyond.

Some of AdRoll’s findings:

  • 92% of marketers report retargeting performs equal to or better than search, 91% equal to or better than email, and 92% equal to or better than other display.
  • 71% of marketers spend 10-50% of their entire online ad budget on retargeting; up from 53% in 2013.
  • Social media is the single hottest topic in retargeting—mobile and cross-device retargeting comes in at #2.

Sponsored by AdRoll

AdRoll is the global leader in retargeting with over 15,000 active advertisers worldwide. The company’s innovative and easy-to-use marketing platform enables brands of all sizes to create personalized ad campaigns based on their own website data, ensuring maximum return on online advertising spend. With a 97% customer retention rate, AdRoll provides unmatched transparency and reach across the largest display inventory sources, including Google AdX and Facebook Exchange.

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