Effectiveness of B2B Online Display Advertising Questioned

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

MediaPost, 4/1/11

According to a new report from Forrester, summarized by MarketingProfs, only 13% of B2B interactive marketers say they have increased online display budgets in 2011 relative to 2010 levels, in large part due to perceptions of ineffectiveness.

71% of B2B marketers surveyed say they used display advertising during the fourth quarter of 2010, whereas 86% of B2C marketers reported doing so.

Attitudes toward online display are negative, particularly toward ad exchanges, DSPs (demand-side platforms), and ad networks:

27% of B2B marketers say they anticipate increased effectiveness of display advertising via exchanges over the next three years
21% expect increased effectiveness of display media via DSPs over the next three years
16% expect increased effectiveness of display ads via ad networks over the next three years

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