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 | | REPORT State of the Industry 2016 | | Due to its prevalence, it's easy to lose track of how new the programmatic advertising industry is. As with any new industry driven by a disruptive technology, things are changing quickly. We surveyed 1,050 US marketers across industries to uncover how businesses are adopting new marketing opportunities brought about by programmatic advertising. | | | | | |
| Key Takeaways: | -
Marketers invest heavily in programmatic across all channels. 32% of marketers spend over 50% of online advertising budgets on programmatic. -
Marketers think mobile first, despite persistent challenges. The percent of marketers retargeting on mobile jumped from 54% to 82% in 2015. -
Attribution continues to be a hot topic. The number of marketers who have adopted an attribution model that tracks multiple customer touch points, rather than a single-click model, has nearly doubled from 24% in 2014 to 40% in 2015. | | | | |
| You may also like: | | Upcoming Webinar | | Let's Talk About Holiday Marketing | | The sun may be shining this summer but savvy marketers are already planning their holiday campaigns. Join experts from Square, Springbot, UntuckIT and AdRoll as they share their tips for making winter 2016 your most successful season yet. | | | | | | | Case Study | | University of Missouri–St. Louis (UMSL) | | To generate leads for their online business-degree program, UMSL used a combination of media strategies that included both AdRoll Prospecting and Retargeting. | | | | | | |
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