New York, New York (June 16, 2009 ) − Eyeblaster, the leading independent provider of integrated digital advertising solutions, today released The Digital Horizon: A Chasm between Expectation & Execution. Eyebaster partnered with TNS to provide a non-biased, global view of the digital market looking at the current climate and conditions inside agencies. The complete survey results are available here.
The current market conditions show a large chasm existing between the appreciation of cross channel campaigns and true cross channel integration as nearly 67% of respondents cite that they already are running cross channel campaigns; yet only 12% are actually integrating cross channel performance data. Results also confirm that marketers are comfortable to support branding objectives through online advertising channels.
“This study proves interest in cross channel and confirms that cross channel integration is a high priority for marketers – digital or otherwise,” said Gal Trifon, CEO and Co-founder at Eyeblaster. “There is a gap in today’s advertising infrastructure and Eyeblaster is committed to close it with more effective cross channel campaign management.”
Marketers note the following as the barriers to cross channel adoption:
- 44% blame lack of suitable metrics to measure impact and ROI
- 37% note lack of case studies to prove cross channel effectiveness
- 34% cite lack of technology
Marketers expect total market spending to grow by 30% over the next two years with a third of the market experiencing growth over 50%. When respondents were asked, ‘once enabled to accept digital advertising, which channel will have the greatest impact?’ both TV and mobile were most widely considered across brand and response:
- 68% of marketers cite mobile as the top channel to drive response, followed by TV at 40%
- 76% of marketers cite TV as the top channel for brand building, following by mobile at 49%
- 68% of marketers are interested in comparing TV and Mobile compared to outdoor and mobile, TV and computer-based advertising and mobile and computer-based advertising at 62%.
"Marketers identify the relationship between offline and online channels and the dual role of brand and response,” said Don Ryan, VP of technology and media at TNS. “The days of distinguishing one channel against another for brand or response are behind us, and the next step is to fill the gap that sits between implementing cross channel campaigns and measuring cross channel effectiveness.”
The study was conducted in March 2009, among 400 marketing senior marketing executives across North America, EMEA and APAC. For a deeper look into the state of digital advertising, download the complete white paper here.
In 1999, Eyeblaster was among the pioneers in rich media communication. Today, Eyeblaster extends its inventive heritage in digital advertising through Ad Campaign Manager (ACM). ACM enables interactive agencies, advertisers and publishers to manage campaigns across digital media channels, including online, mobile and in-game, and a variety of formats, including rich media, in-stream video, display and search. ACM is a robust, integrated and easy-to-use platform that allows customers to focus on campaign strategy, creativity and media efficiency without having to worry about the technical complexities associated with managing global advertising campaigns online.
In 2008, Eyeblaster delivered campaigns for over 7,000 brands serving approximately 2700 agencies across over 3,600 global web publishers in 45 countries worldwide. Learn more at: http://www.eyeblaster.com.
TNS is a global market information and insight group. Its strategic goal is to be recognized as the global leader in delivering value-added information and insights that help its clients make more effective business decisions.
TNS delivers innovative thinking and excellent service across a network of 80 countries. Working in partnership with clients, TNS provides high-quality information, analysis and insight that improves understanding of consumer behavior.
TNS is the world’s leading provider of customized services, combining sector knowledge with expertise in the areas of Product Development & Innovation, Brand & Communications, Stakeholder Management and Retail & Shopper. TNS is a major supplier of consumer panel, media intelligence and audience measurement services. TNS is the sixth sense of business™. For more information, visit http://www.tnsglobal.com/.
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