Study: Marketers Fail At Managing Integrated Search And Display Campaigns

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost, 1/12/11

When it comes to integrating search, display and social ad campaigns, it turns out that marketers at major brands fall short. That’s according to a joint study that Efficient Frontier and Forrester Consulting plan to release Thursday.

The survey of 152 U.S. marketers found that interactive online marketers think they already integrate display media and paid search successfully, but after digging a little deeper, cite many barriers in the process. For starters, respondents wish they had one platform for planning, executing, managing and measuring paid-search and display programs. The study examines barriers preventing them from optimizing spend across channels and offers possible solutions.

Providing insight into the type of campaigns that marketers run, many respondents spend about half of their total ad spend on search and display media. Nearly 40% spend more than $1 million a month on search and display combined, while 14% spend more than $10 million.

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