SOURCE: Marin Software

Marin Software

September 23, 2014 08:30 ET

Marin Software Study: Retargeting Advertisers Looking for More Transparency

1 in 4 Advertisers Reportedly Concerned With Lack of Transparency; 43% Find Attributing the Performance of Retargeting Ads a Major Challenge

SAN FRANCISCO, CA--(Marketwired - Sep 23, 2014) - Marin Software (NYSE: MRIN), provider of a leading cross-channel performance advertising platform for advertisers and agencies, announced results from a survey of enterprise digital marketers on retargeting trends. Despite the effectiveness of retargeting, advertisers are concerned with a lack of transparency in the medium. Of the 233 respondents, more than one third are unsure if ads are viewed, are leery of click fraud, and are concerned with "black box" campaign optimization.

For the report, Marin Software surveyed digital marketers of leading brands and agencies. More than 50% of respondents maintain advertising budgets of more than $250,000 per month. The survey did not include customers of Perfect Audience, a retargeting platform recently acquired by Marin.

News Highlights:

  • Marin Software found 88% of surveyed marketers use retargeting. Display (81%), search (77%) and social (48%) are the top channels used by marketers in retargeting. More than half say they will be increasing their budgets across search, social and display in 2015.
  • Fifty-one percent of respondents indicated retargeting makes up less than 10% of their monthly marketing budget. Chief challenges marketers have with retargeting that may be limiting their investment are the inability to attribute the performance of retargeting ads, getting sufficient list volume to be effective, and a lack of transparency into costs and placement.
  • According to Marin Software's finding, marketers' concerns with transparency include view-ability (38%), click fraud (37%), and "black box" campaign optimization (34%). The results suggest with greater control, targeting and reporting capabilities advertisers would further increase their investment in retargeting.
  • Marin Software found Google ranks as the most common retargeting channel with 89% of respondents leveraging either the Google Display Network (GDN), Google remarketing lists for search ads (RLSA), or a combination of the two.
  • In looking at the performance of Google RLSAs, Marin Software found the click-through rate (CTR) of RLSAs to be 234% higher than non-RLSA ads in the second quarter, 2014. The cost-per-click (CPC) of RLSAs was 24% cheaper than non-RLSAs. Marin attributes the high CTR to better ad relevancy and the low CPC to more targeted ads.
  • Marin Software's retargeting platform, Perfect Audience, enables marketers to create, manage and optimize retargeting campaigns across Facebook, Twitter and the Web. Likewise, through the Marin platform advertisers can leverage Google RLSA campaigns as well as Facebook Website Custom Audiences (WCA).
  • The full results of Marin Software's retargeting study are available in the Performance Marketer's Retargeting Guide, which can be downloaded at: www.marinsoftware.com/resources/whitepapers/the-performance-marketers-retargeting-guide-key-benchmarks-challenges-and-best-practices-for-cross-channel-success.

Quote:

  • "Retargeting is emerging as a central part in the marketing mix, and advertisers are hungry for the same type of control over the channel that they are used to with search and social marketing," said Brad Flora, senior director of product management at Marin Software. "Our Perfect Audience retargeting platform not only allows marketers to directly setup and manage their retargeting but combined with the Marin platform, data from retargeting can be used to optimize search, display and social channels."

About Marin Software
Marin Software Incorporated (NYSE: MRIN) provides a leading cross-channel performance advertising platform used by advertisers and agencies to measure, manage and optimize more than $6 billion in annualized ad spend across the web and mobile devices. Offering an integrated platform for search, display and social, Marin helps advertisers and agencies improve financial performance, save time, and make better decisions. Marketers use Marin to create and target precise audience segments based on recent buying signals from users' search, social and display interactions. Headquartered in San Francisco with offices worldwide, Marin's technology powers marketing campaigns in more than 160 countries. For more information about Marin's products, please visit: http://www.marinsoftware.com/solutions/overview.

Forward-Looking Statements
This press release contains forward-looking statements including, among other things, statements regarding use of ad retargeting by advertisers. These forward-looking statements are subject to the safe harbor provisions created by the Private Securities Litigation Reform Act of 1995. Actual results could differ materially from those projected in the forward-looking statements as a result of certain risk factors, including but not limited to marketers increasing their spend as a result of any considerations revealed by our survey; the ability of Marin Software platforms to optimize a marketer's particular campaign;adverse changes in general global economic or market conditions; delays, reductions or slower growth in the amount spent on online and mobile advertising; and unforeseen developments in the digital advertising industry generally, technological changes; competition; and the fact that the digital advertising market is an emerging market and rapidly evolving. These forward looking statements are based on current expectations and are subject to uncertainties and changes in condition, significance, value and effect as well as other risks detailed in documents filed with the Securities and Exchange Commission, including our most recent reports on Form 10-K and current reports on Form 8-K that we may file from time to time. Marin Software assumes no obligation to, and does not currently intend to, update any such forward-looking statements after the date of this release.

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