Australian marketers are performance-focused innovators, adopting the full range of tools to pursue full-funnel, multi-platform, data-driven marketing strategies, according to our recent State of the Industry Report Australia.

We partnered with third-party research company Qualtrics to survey 200 professional marketers in Australia across a variety of industries, and examined AdRoll retargeting campaign data from 273 Australian advertisers serving over 100 million ad impressions each month.

Some interesting findings from the survey include:

  • Retargeting is now being used for precise audience targeting throughout the funnel. The #1 marketing objective of retargeting is brand awareness (71%), followed by driving sales (60%) and customer retention (55%)
  • 41% of Australian marketers spend 10–25% of their entire online ad budget on retargeting
  • 93% of Australian marketers report that retargeting performs equal to or better than other display, 90% equal to or better than email, and 89% equal to or better than search

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Retargeting has been a breakout tactic since marketing made the shift from traditional trial-and-error programs to real-time programmatic campaigns. But far from just reviving abandoned shopping carts, it’s now become an integrated part of the entire customer journey.

Ready to learn more? Get the State of the Industry: Australia.