Only half of Australian marketers use attribution modelling to account for how effective each element of their marketing investment is and what delivers the best return, according to a report release by the IAB today.
The 'State of the Industry: Marketing & Advertising Technology' report was commissioned by the IAB's technology council. also found that while the use of attribution modelling, ad fraud detection, brand safety and ad viewability tracking technologies has increased, many marketers and agencies still need more help to understand and utilise it.
The report also found that there is a gap between familiarity and usage of attribution modelling suggests more education is needed in how to optimise these methods.
On the plus side, the IAB's report found agencies are taking better control of ad spending and monitoring of campaigns using tracking technologies.
It identified data visualisation, DMPs and ad fraud detection technology as areas of growth expected in the coming six month.
Vijay Solanki, CEO of IAB Australia, says: “This landscape study provides lots of useful insights for publishers and digital marketers. It’s clear that attribution is now both a need and an opportunity for marketers, highlighting the ongoing importance of the measurement of effectiveness. This is a core part of our brand, so IAB will continue to work closely with marketers to provide them the support they need.”
Ben Sharp, IAB Australia’s technology council chair and managing director of AdRoll ANZ adds: “The increasing usage of DSPs and DMPs points to a growing number of marketers utilising ad tech tools as part of their marketing mix. Marketers are also striving to get a better understanding on how to be more efficient with attribution modelling having one of the largest increases year on year.”
AdRoll has made significant steps in the aslt 12 months to drive the conversation around attribution modelling in Australia and get a handle on the level of understanding there is across the market and what is holding back adoption. Earlier this year AdRoll and AdNews partnered to host a series of roundtable discussions to delve into online and offline attribution. Revisit them below.
Key stats from the report were:
Technologies with increased usage year on year:
- Attribution modelling – 13%
- Ad viewability tracking – 12%
- DSPs – 12%
- Tag Management – 10%
- DMPs -9%
Change in tech usage by Agencies year on year
- Ad Fraud Detection – 19% increase
- Brand safety ad tracking - 14% increase
- DSPs - 13% increase
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Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
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