Tuesday, April 28, 2009

Study: Campaign ROI Continues Eluding Online Advertisers

Coremetrics of San Mateo, Calif., just completed a study that shows brand marketers continue to struggle to understand their return on investment (ROI) with online ad campaigns.

The study underscores the need for ad technology companies to provide advertisers with clear, actionable data from which they (or their agencies) can optimize their campaigns, especially when it comes to ad placement at the domain, page and container levels. This is exactly the problem and industry issue AdXpose is aiming to solve. Find out more here and on YouTube.

Some highlights of the study, which polled 100 marketers from large to mid-sized online retail companies:

  • 52% of respondents said they were either not sure, somewhat skeptical or completely unconvinced display advertising and/or Web 2.0 initiatives justify their cost
  • 49% said it was somewhat difficult to impossible to justify display advertising and Web 2.0 budgets to their management team
  • Only 7% believe doing so is ‘very easy’ and 24% very or ‘somewhat easy’
When it comes to making sense of the data, 68% said it was somewhat to very difficult to make sense of multiple sources of data.

- Dean

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