B2B cost-per-action wins in 2009

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shopping.jpgADOTA — No surprise, but a large majority of business-to-business marketers said they will be focusing on performance-based advertising in 2009, at the expense of traditional display advertising, a new survey reveals.

Of the respondents, 78 percent said they are planning to raise their spending on cost-per-action/acquisition formats this year, according to the Vertical Search (B2B) Report 2009, published by Econsultancy and sponsored by Convera. In addition, 67 percent plan to increase spending on cost-per-lead; just under half will increase spending on cost-per-click; and 29 percent said their spending on CPM, cost-per-mille /online display advertising, will increase this year.

“Publishers… more than ever need to… adapt to trends such as… performance-based advertising and the increased use of widgets,” said Linus Gregoriadis, Econsultancy’s research director.

Also, 47 percent of respondents said they are more likely than last year to be using widgets, desktop or in-browser, that provide customized internet marketing and business information, compared to 35 percent of internet marketing professionals a year ago.

The 2009 Vertical Search Report is a follow-up to research conducted a year ago among publishers and advertisers to determine how digital marketing professionals are facing  challenges to try to monetize offerings. It is based on an online survey of more than 500 media and internet professionals.

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