STATE OF PERFORMANCE MARKETING 2017adroll
CONTENTS481216EXECUTIVE SUMMARY
METHOD
PROGRAMMATIC ADVERTISING
RETARGETING
MOBILE RETARGETING
EMAIL MARKETING
ATTRIBUTION
FULL-FUNNEL PERFORMANCE MARKETING
CREDITS
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STATE OF PERFORMANCE MARKETING 2017Introduction
In previous editions of this report, our primary focus was on how industry professionals
approach the concept of programmatic advertising. While this is still important, the
industry, as well as marketer knowledge and skill sets, have evolved. This year, instead of
focusing solely on programmatic advertising, we expanded our research and interviewed
350 performance marketers across Australia, New Zealand and Singapore to understand
how they’re advertising to each stage of the marketing funnel and how they they utilise and
coordinate various channels and technologies in unison to achieve their goals.
Attribution is king
It was clear from last year’s State of the Industry Report that marketers had a long way
to go with attribution. That all changed during 2016, as attribution was one of the most
discussed topics in digital media. Industry professionals have intensifed their interest
in marketing measurement, in order to better evaluate their eforts and optimise their
decision-making process. While the majority of marketers currently rely on frst- or last-
click models, 74% reported that they plan on changing their approach in 2017. To underline
the importance of this point, 30% of Australian marketers reported spending the majority
of their budget on measurement alone.
Email marketing becomes dynamic
Originally, email marketing consisted of drafting one piece of content and sending it to
a large, varied batch of recipients. Over time, marketers evolved to more behaviourally
triggered campaigns which grouped users into similar audiences. Now, this trend is being
taken even further with campaigns that include dynamic content personalised to the
individual user. In fact, the majority of marketers stated that their email campaigns are
now dynamically based on user behaviour, meaning their email sends will populate with
specifc content based on the actions a person has taken online.
EXECUTIVE SUMMARY
Programmatic continues to shine
In addition to these new insights, some of the trends from years past persist. For example,
marketers have continued to embrace a programmatic approach to digital marketing
with over 30% responding that they are currently investing more than half of their
budget in programmatic initiatives alone. Additionally, over 80% of marketers state that
programmatic advertising results in a greater return on investment (ROI) than traditional
media buying.
Conclusion
One way to characterise the overall trends we’re seeing is that the technology is actually
starting to line up with the promise and the vision marketers have had for many years but
didn’t necessarily have the tools to deliver. We’re seeing real world applications of machine
learning, automation and data-driven decision making. So where are we in the evolution
of technology and its ability to solve marketer challenges What attribution models are
marketers moving toward How are strategies changing to ensure ads reach prospects
at each stage of the sales funnel What challenges are marketers seeing when creating
mobile campaigns We’ve compiled the answers and provided even more insights into how
modern marketers are approaching digital advertising in 2017.
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STATE OF PERFORMANCE MARKETING 2017METHOD
PRIMARILY MID-SIZED COMPANIES
l <100 Employees l 100–500 Employees l 500–1000 Employees l1000 Employees
40%23%25%12%
Saas/Software/Technology
Retail
Financial Services
Travel
Healthcare
Media And Entertainment
Education Or Government
Agency
Other
TYPE OF COMPANY
27%
5%
5%
13%
26%
6%
5%
9%
4%
68% Primarily B2B
32% Primarily B2C
65% Agency
35% Brand Direct35%21%
APAC MARKETERS SPEND THE FOLLOWING AMOUNTS OF THEIR MARKETING BUDGET
ON DIGITAL MARKETING:
28%15%
l No budgetl Under 25%l 25–50%l 50%–75%l 75-100%
1%
marketers, business owners and executives.350of respondents spend over half of their marketing budget on digital marketing.Over 40%
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