State of Martech Report: Most Marketers are Embracing Adtech, Seeing Payoff from Programmatic

Share Article

Walker Sands found that 54% of marketers currently incorporate adtech, making it the most-used form of martech

News Image
Marketing teams need more support from adtech vendors to optimize campaigns, and as the adtech landscape grows, vendors will need to differentiate themselves through their superior technology and top-notch consulting.


More than half of marketers are currently using advertising technology, according to a new study from Walker Sands Communications, an integrated PR and digital marketing agency for B2B technology and professional services companies.

In “State of Marketing Technology 2019: Exploring the Trends That Make Martech Tick”, Walker Sands surveyed 316 marketing, sales and advertising professionals and found that 42% of respondents value adtech in their day-to-day operations. Furthermore, 29% of respondents want their company to invest more in adtech.

“As marketers are tasked more with proving ROI, they’re looking for better adtech that can track, measure and analyze their ad campaigns,” said Jennifer Mulligan, marketing technology account director at Walker Sands. “Marketing teams need more support from adtech vendors to optimize campaigns, and as the adtech landscape grows, vendors will need to differentiate themselves through their superior technology and top-notch consulting.”

The study revealed that 75% of respondents agree that their company is investing in the right amount of martech, creating additional opportunities for adtech investments as organizations find their footing with their martech stacks. Almost 8 out of 10 (77%) of all respondents report using programmatic advertising to gain objective value from their ad placements. And over half (58%) who use programmatic advertising saw ROI from it.

“Over the last four years, we’ve seen marketers struggle to identify and implement the right technology and tie their tech investments to their business goals,” said Mulligan. “As technology evolves, the potential for advertising does too. If they haven’t already, marketers should make investing in advertising technology a priority or they risk falling behind.”

To download the full State of Marketing Technology 2019: Exploring the Trends That Make Martech Tick report, click here.

About Walker Sands
Walker Sands is a public relations and digital marketing agency for business-to-business technology companies. With an integrated approach to creative services, Walker Sands helps clients build brand awareness, enhance credibility and drive new business. Walker Sands is a six-time Inc. 5000 honoree and regular recipient of some of the industry’s most prestigious awards from organizations including Entrepreneur, Holmes Report and Hermes Creative. Walker Sands was founded in 2001 and has offices in Chicago, San Francisco and Seattle. To learn more, visit http://www.walkersands.com or http://www.walkersandsdigital.com.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Lucas Strombeck
Visit website