REPORT: Brands in Japan Still Attribution Novices, Embracing Retargeting

Marketers in Japan are lagging behind their counterparts in the U.S. and Europe when it comes to attribution, but retargeting is making its mark in the Land of the Rising Sun.

AdRollRetargetingInJapanMarketers in Japan are lagging behind their counterparts in the U.S. and Europe when it comes to attribution, but retargeting is making its mark in the Land of the Rising Sun, according to the latest research from AdRoll, a Facebook Marketing Partner.

Findings by AdRoll included:

  • One-half of marketers in Japan consider themselves to be “rookies” in terms of attribution.
  • 27 percent said they were challenged with attribution modeling, compared with just 3 percent in the U.S. and 5 percent in Europe.
  • 55 percent consider attribution to be important or critical to success.
  • The top three marketing objectives for retargeting were driving sales (58 percent), brand awareness (43 percent) and community building (36 percent).
  • 84 percent plan to maintain or increase their retargeting budgets over the next 12 months.
  • 58 percent spend at least 10 percent of their online ad budgets on retargeting.
  • 89 percent found the performance of retargeting platforms to be equal to or better than search, while 91 percent found the same versus display and 87 percent versus email.
  • The No. 1 campaign goal among Japanese marketers was gaining insights into customer behavior, at 40 percent, with high return on investment and return on ad spend coming in a close second.
  • 31 percent believe the future of attribution is viewability tracking, or the ability to monitor impressions that were actually seen by users.

AdRoll said in concluding its study:

Retargeting was one of the first tools that brought the power of programmatic buying to the Japanese market and introduced a new form of data-driven personalization that converted browsers into buyers.

By simply placing a pixel of code, marketers could turn the valuable customer data they were collecting into actionable advertising strategies– all in real-time. Marketers quickly adopted retargeting as a bottom-of-the-funnel tool that drove conversions, especially in traditionally low-performing channels like social media platforms and mobile.

But retargeting didn’t stop at reinvigorating abandoned shopping carts. It’s become an integrated part of the entire customer journey. In our survey, we found that marketers have expanded the way they think about retargeting, showing that the technology has staying power and justified budget.

Retargeting has moved beyond a niche direct-response tactic to becoming an intuitive tool set for turning customer intent data into successful ad strategies. It has proven that it can scale by serving the right ad to the right person at the right time throughout the funnel.

Readers: What did you think of AdRoll’s findings?

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