One in six do not know the ROI of programmatic

This is despite the fact that investments in the segment are increasing: in 2016, programmatic advertising accounted for 33% of net advertising sales in Germany. A share of 45% is forecast for 2017. After all, almost one in five advertisers worldwide rate the ROI for programmatic advertising via desktop and mobile as at least good.

Irisini Davis, Marketing Director EMEA at Marin, comments: "Although programmatic advertising is growing rapidly, too many advertisers are still unaware of the ROI they are generating. However, this is crucial for companies and their campaign planning. If you don't know what profit you are generating with the budget you are using, you may be using it incorrectly and not optimizing it for performance. This slows down their own growth. Advertisers who have not yet determined the ROI should change this as soon as possible. "The situation is different with retargeting: Almost 70 percent of advertisers know the ROI for this. 44 percent rate the ROI via desktop and 38 percent via mobile as at least good, only nine percent are dissatisfied. One reason for this may be that retargeting leads to conversions faster than other forms of advertising. 80% were also able to assess the ROI of display advertising. Just under a third said they were satisfied with the display ROI via desktop. One in four rated the ROI for mobile as at least good. Nevertheless, half of those surveyed see display as an underperformer.About the studyThe "Digital Advertising 2017" report was compiled in collaboration with Marin Software and ClickZ. For the study, 500 digital marketing managers from agencies and companies worldwide, including German companies, were surveyed in 2016. The study focused on the three channels search, social and mobile as well as the priorities and challenges for marketing managers in 2017. here can be downloaded free of charge in return for contact details.