• by Tyler Loechner  @mp_tyler, May 7, 2015

Two-thirds (67%) of retailer marketers are moving more media dollars to programmatic advertising, with nearly all (92%) turning to programmatic primarily to increase brand awareness.

The data comes from MediaMath, a demand-side platform (DSP), WBR Digital, and eTail, who teamed to survey 117 retail marketers from U.S. corporations on their programmatic ad habits. The results were this week released in a whitepaper.

The whitepaper has a strong focus on cross-channel programmatic marketing. Of respondents that do run cross-channel programmatic campaigns, 82% said they are on display, 79% on social media, 71% on mobile and 32% on video.

Of respondents that use programmatic, but do not run use it for cross-channel campaigns, 59% are on display, 32% are on social media, 15% on mobile and 10% on video.

“Of the retailers that are investing in programatic media, those that are investing in parallel with channel attribution and device tracking are probably seeing a higher return on investment,” theorized Ryan Bonifacino, SVP of digital at Alex and Ani, in the report.

It’s not all perfect for the cross-channel marketers, however. Over half (36%) of respondents said that their cross-channel programmatic campaign analytics are spread across multiple platforms, noting that it give them “solid visibility” but is “inefficient.” Furthermore, one-in-five (20%) said their analytics are also spread across multiple platforms, but instead of getting "solid visibility," these 20% of respondents have "fractured" visibility. Another 36% said they are still building analytics capabilities for cross-channel campaigns.

In all, only 8% of respondents said they have “holistic analytics on a single platform” which gives them “great visibility.”

“You can’t do programmatic effectively and be able to measure it without having data in one place,” Bonifacino is quoted as saying in the report.