In 2014, Australians spent  52% of their digital screen time on mobile—a number likely to increase in 2015. Meanwhile, marketers struggle to build analytics to show returns from a still-developing medium. When 67% of consumers start shopping on one device (or in a store) and move to another device or location before they purchase, how do we measure the impact of mobile?

While comprehensive cross-device consumer matching is still a work in progress, mobile retargeting has been one of the early methods for tracking success. Today, mobile retargeting continues to drive conversions, boost brand awareness, and show incremental lift by serving mobile impressions to users who already demonstrated interest in a brand on their website. We surveyed 200 Australian marketers to find out how they approach mobile retargeting in Australia.

SOTI blog AU_Mobile

Retargeting was one of the first tools that brought the power of programmatic buying to the Australian market .Today, programmatic buying techniques represent 60–70% of all display-related ad spend in Australia. Marketers quickly adopted retargeting because it drove conversions, especially in traditionally low-performing channels like social media platforms and mobile.

With retargeting, marketers could directly target the most promising individual consumers. It introduced a simple, practical way to put programmatic ambitions and valuable customer intent data into action, and drove clearly measurable ROI.

It remains to be seen whether Australian marketers will be able to master mobile advertising in 2015, but the numbers show that mobile retargeting, at least, is helping advertisers drive results on this medium.

To find out more about retargeting in Australia, download AdRoll’s State of the Industry: Australia.