One in six advertisers 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.

For the study, 500 digital marketing managers from agencies and companies worldwide 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.

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 for retargeting: Almost 70 percent of advertisers know the ROI for this. 44% rate the ROI via desktop and 38% via mobile as at least good, while only 9% are dissatisfied. One reason for this may be that retargeting leads to conversions faster than other forms of advertising.

80 percent were also able to assess the ROI of display advertising. Just under a third stated that 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.

The "Digital Advertising 2017" report is available at Marinsoftware.com can be downloaded free of charge in return for contact details.