The advertising landscape is changing constantly as marketers need to come up with new ways to attract an audience that will no longer respond to your classic 30-second TVC and a billboard. The AdRoll 2016 ANZ State of the Industry Report is out and reveals what marketers think of their ever-evolving profession as well as what their views are on the future of digital advertising.
The report is a survey of 265 marketers from Australia and New Zealand conducted by AdRoll and third-party research company Qualtrics.
“Marketing is becoming more and more technology driven and marketers are being held to higher standards of measurement and accountability than ever before,” says APAC AdRoll managing director Ben Sharp.
“The results from this survey make it clear that 2016 is staged to be a massive year for digital advertising and that marketers understand the importance of being able to accurately report on digital campaigns and want to learn how to do it better.”
A release on the report says attribution is a key concern of Australian and New Zealand marketers with 41 percent of marketers not sure how to effectively implement or analyse attribution tracking yet 92 percent consider attribution to be important or critical to marketing success.
The report also indicates marketers have fully embraced the programmatic era with 92 percent of marketers planning for their programmatic budgets to increase or stay the same over 2016 and 55 percent of marketers are seeing greater return through programmatic ads compared to traditional media buying.
After entering a few details the full report can be viewed here here.