Special FORRESTER STUDY
Thought Leadership Paper:
Marketers Crave Solutions That Provide Richer Performance And Audience Insights
In this study, Forrester surveyed 150 interactive marketing professionals in the US and Canada to evaluate the state of display media and insights into marketers' challenges. The study was conducted in March 2011.
In this special study Forrester Consulting evaluated the attitudes, challenges and needs of display buyers with respect to topics including media and audience verification, measurement and insights (including multi-channel attribution) and the impact these things have on buyers' investment in display advertising.
To explore this topic, Forrester developed a survey that tested the assertion that a solution to business challenges that combines measurement including attribution and verification would be highly valuable to online marketers for more solid optimization of marketing ROAS.
Forrester fielded this survey to people with interactive marketing responsibility and used those results, in conjunction with their general knowledge of the digital advertising ecosystem, to develop this Thought Leadership Paper.
Key Findings
Forrester's study yielded the following key findings:
- Display advertising continues to mature, with adoption and investment on the rise.
- A lack of measurable results and a dearth of media and audience insights hampers further investment.
- Current technology point solutions address these challenges in a limited or disjointed way.
- Marketers would benefit from a robust, flexible suite of technology solutions.
