Commentary

Advertisers Want Independent Verification of Results

Advertisers Want Independent Verification of Results

According to a new study by Forrester Research, reported by eMarketer, many marketers are dissatisfied with advertising's return on investment (ROI), and only 21% of those clients surveyed would recommend their agencies' services to others. At the same time, however, 76% of marketers had no way to determine their ROI from their lead agencies, and 69% said ROI is too difficult to measure.

Peter Kim, of Forrester, said "There's always an undercurrent of discontent with agencies... not because the agency didn't help them drive sales or meet some... business outcome... it's a feeling that there isn't data to back up."

The eMarketer summary said that a new joint survey by NSON Opinion Research and the Audit Bureau of Circulations found that three-fourths of North American ad professionals said that they would be more likely to advertise on Web sites if the results were independently verified by a third party.

Ad Professionals "More Likely to Advertise" if Results Independently Verified by 3rd Party (% of Respondents)

More Likely to Advertise

WebSites

75%

E-Newsletters

67

Search

66

Blogs

53

Streaming video

53

Podcasts

52

Mobile

50

Source: NSON Opinion Research and Audit Bureau of Circulations, February 2007

Less than half of advertisers and agency professionals said that they trusted online publisher metrics.

Ad Professionals Reporting Trust in Online Metrics from Online Publishers

Trust

Strongly Trust

Advertisers

41%

7%

Ad Agency Professionals

36

7

Source: NSON Opinion Research and Audit Bureau of Circulations, February 2007

The majority of respondents said that they preferred advertising on audited Web sites when possible.

Advertisers Preference for Audited Websites if Audited by 3rd Party(Oct-Dec, 2006)

% of Respondents

Prefer Audited Web Sites

67%

No Preference

33

Source: NSON Opinion Research and Audit Bureau of Circulations, February 2007

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