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Metrics, Technology Hold up Cross Channel Ad Growth
Two third of senior marketers (67%) are now running cross-channel campaigns, but only 12% are integrating performance data across channels, according to new research from rich media firm Eyeblaster and TNS Media Intelligence.
The research, discussed on www.mediapost.com , suggests that a majority (c.60%) of marketers would like to integrate data more often, but lack confidence in measurement data. Some 44% of respondents blame a lack of suitable metrics for measuring impact while 34% cite a lack of adequate technology. On this latter point, the report suggests that 'Technology has hit a plateau, holding agencies and brands back'.
The survey covered the views of 400 senior marketing executives. Two thirds majorities and more believe both that rich media - Eyeblaster's specialist area - is still 'cutting edge'; and that clients can use the term 'Web 2.0' know little or nothing about what it means.
In general, the report finds marketers are still in the early stages of cross-channel data analysis, and expect total market spending to grow by 30% over the next two years.
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