Report: Marketers Have “Trust Issues” About Online Advertising
ADOTAS — A report from The Fournaise Marketing Group, a company that tracks marketing effectiveness on and offline, found that 78% of North American marketers who launched interactive advertising campaigns questioned the returns on their investment.
They also found that 68% of online marketers worldwide didn’t know if they could trust the visitor/traffic profile online media owners and publishers claimed. Other concerns: click fraud and uncertainty about where ads actually landed.
The report finds that “despite today’s buzz on all things digital, despite global interactive advertising being forecast to reach $147 billion by 2012 from the current $45 billion, and despite three online media platforms making it to the Fournaise 2007 top 10 marketing Effectiveness Ranking in the day-to-day reality of generating incremental customer demand for their products or services, marketers seem to have a major trust issue when it comes to the overall reliability and credibility of online advertising.”
“Across the thousands of online campaigns we audit track for our clients worldwide through our independent WebAnalyser and its 5-t Audit Tracking methodology, we have been observing consistently poor results: Click Through Rates have fallen as low as 0.15% (sometimes even lower), Conversion Rates are barely reaching the 3% average, and as far as Returns on Marketing Investment are concerned, our clients are most of the time flirting with the sub-30% numbers,” Jerome Fontaine, CEO and chief tracker of The Fournaise Marketing Group, said in a release.
There is a light at the end of the tunnel though: marketers want independent auditing of what media owners and publishers claim and independent auditing of the results of individual campaigns. With these changes in place – they are the norm for print and broadcast ads after all – Fournaise predicts that online media platforms will surpass their already impressive rates of growth.
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