LONDON: Six in ten UK marketers believe that programmatic ads provide a greater return on investment than traditional media, according to a new study.

Adroll, the digital marketing specialists, surveyed more than 200 marketers for its State of the Industry UK 2016 report and found that 61% said they got a better ROI from programmatic.

An improved return on investment will be a factor in two other developments highlighted in the study. Almost half (45%) of marketers surveyed indicated their intention to increase programmatic ad budgets this year.

Further, they were now buying programmatically on mobile (40%), video (29%) and TV (27%).

"With more ambitious investment in mobile, marketers are showing that their relationship with ad tech is becoming stronger and more competent," noted Marius Smyth, managing director EMEA, AdRoll.

And yet, despite a long-clear trend towards mobile, 14% of those surveyed said they still didn't have a mobile-optimised site while 37% admitted that consumers still weren't converting on mobile.

While marketers were planning to spend more on programmatic and in more places, a significant proportion (41%) remained unsure as to how to effectively implement or analyse attribution tracking.

The attribution gap is something that particularly exercises marketers: three quarters (75%) said solving attribution is important or critical to success, while around half (47%) felt that the future of attribution lies with better multi-touch tracking.

"Marketers need to fully embrace attribution models that track multiple customer touch points to help observe campaign metrics," Smyth declared.

"This is not just to give credit where credit is due, but for marketers to understand the impact of their initiatives so they can continually enhance their strategies."

Interestingly, retargeting is no longer seen as a tactic for driving sales: almost three in five UK marketers said that brand awareness is the top marketing objective for retargeting, followed by lead generation and customer retention. And two in five would like more options for social media retargeting.

Data sourced from AdRoll; additional content by Warc staff