Beyond the ‘State of the Industry’ report – the importance of an efficient data ecosystem
Shane Murphy – Marketing Director EMEA
Twitter: @shanemurfy
A survey of 250 European marketers investigating the current views on retargeting and online advertising
Supplemented with campaign data from 4,000 European advertisers
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” Supplemented with campaign data from 4,000 European advertisers
What is the “State of the Industry” report?
A positive picture…
64% of marketers plan to increase their investment in Retargeting in
2015
“
”
…but are there risks?
Key Learning 1:
Attribution… not where it needs to be
…Attribution is critical but most aren’t thinking in an attributed way
…Data Challenges are cited as the number one barrier to attribution modeling
Data issue
Data issue
Data issue
Data issue
Data issue
Key Learning 2:
Mobile… under invested
Only half of retargeters are investing in mobile
Why don’t you retarget on mobile?
The challenges in tracking on mobile has led to an under investment in the ecosystem
Key Learning 3:
Social delivers performance and advertisers are noticing
Social retargeting has come of age
… however in a splintering social landscape there is a risk of closing data ecosystem
Case Study:
Larsson & Jennings: Watch this Space!
Sarah Cunningham
Do a small intro that AdRoll works with Agencies & brands - this is one of our agency/client case studies
AdRoll works with brands
AdRoll works with agencies
● Increase traffic ● 10x ROI ● 20% YoY revenue increaseOBJECTIVES:
What we did● Brand only campaign 11x ROI ● Abandoned basket campaign 14x
ROI● Collection specific campaigns 9.8x
ROI● Country specific targeting 15.9x ROI
○ America - 17x○ Australia - 15x○ Sweden - 17x○ France - 23x○ Germany - 13x○ Italy - 18x
Overall Results
● ROI: 20x on average ● Reduced CPA by 15%● Revenue: 83% YoY Increase for Q4 2014