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NEWS: 64% of marketers plan to increase their retargeting budget

Sixty-four per cent European marketers plan to increase their spend on retargeting in 2015, a new report by AdRoll has shown.

Thirty-nine per cent of the 250 marketers (62 per cent working for B2B brands) surveyed said they already spend 25 to 50 per cent of their entire online advertising budget on retargeting.

The majority of respondents said that retargeting had boosted other marketing activities. Seventy-four per cent reported an uplift in search campaigns when retargeting was added, and 68 per cent reported a boost for email marketing.

Three in five (60 per cent) of marketers ranked ‘brand awareness’ as their top retargeting objective, this was followed by ‘driving sales’ (57 per cent) and ‘customer retention’ (51 per cent),

Marketers measure campaign success in two main ways: 57 per cent of marketers measured success by total conversions, while 51 per cent focused on insights into customer behaviour.

Meanwhile, the research showed that 56 per cent have used retargeting across mobile, while 20 per cent ranked mobile and cross-device retargeting as a hot topic.

However, 44 per cent still do not use mobile in their retargeting campaigns. Thirty-six per cent said this was because they felt mobile advertising has yet to develop a good user experience, while 27 per cent said it was because they didn’t have an app and 23 per cent did not have a mobile site.

Michael Bertaut, managing director EMEA at AdRoll, commented on the findigns: “Our report shows that marketers have expanded the way they think about retargeting, and are heavily increasing investment in the technology based on its high performance.

"Retargeting has moved from a niche tactic to a critical tool for turning data into successful strategies, helping marketers meet every marketing goal from driving sales to keeping your brand top of mind for audiences. It isn’t just keeping pace – retargeting is leading the charge in programmatic by paving the way for a deeper understanding of online customer behaviour.”