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'Brand Awareness' a Priority for UK Programmatic Marketers, Over Sales

'Brand Awareness' a Priority for UK Programmatic Marketers, Over Sales

Retargeting has proven an effective way of putting a specific product in front of a prospective buyer, but according to a new survey into its uses, generating awareness - not sales - is the top objective.

AdRoll’s ‘State of the Industry’ report and accompanying infographic delivers a number of insights into how UK marketers are utilising data-driven techniques, like programmatic advertising and retargeting to approach would-be customers.

According to a survey of 220 marketing pros conducted by the ad tech group, 57% are using the latter to deliver good awareness for their brand, while a lower proportion of 40% see this paying off in terms of sales.

Seemingly content with just being able to put their products in front of people, 42% of marketers are planning on dedicating 10-24% of their online ad budget to retargeting, and over third (36%) will be increasing spend in this area over the coming year.

Revealing several other intriguing stats, the infographic can be found below (click to enlarge).


Richard Towey

Richard Towey

Richard serves as head of content at PerformanceIN. After many years spent covering developments from the automotive, sports, travel and finance sectors, he eventually turned his full attention to reporting on stories from the fast-evolving world of digital marketing. Richard now heads up the editorial team at PerformanceIN: the performance marketing industry's leading publication.  

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