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

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”

…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!

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

Thank You!