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
Given lengthy and complex purchase cycles, says the report, most B2B marketers focus display efforts
on increasing brand awareness, lead generation, reaching key target audiences, and driving direct sales.
Primary Objectives (Top 3) for Online Display Media Advertising |
Objective | % of Respondents |
Increase brand awareness | 49% |
Lead generation | 46 |
Reaching key target audience | 46 |
Driving direct sales | 41 |
Increase engagement | 33 |
Increase loyalty | 21 |
Increase site visits | 20 |
Increase
brand favorability | 17 |
Drive customer lifetime value | 14 |
Align with offline media buys | 7 |
Drive in-store sales | 1 |
Source: Forrester Research, Dec. 2010 Executive Panel
Survey, March 2011 |
Only 20% of marketers focus display efforts on increasing site visits (e.g., using campaigns to drive clicks to lead-securing and
nurturing opportunities such as webinars, whitepapers, and virtual events). Still fewer marketers focus display efforts on driving brand favorability (17%) and customer lifetime value (14%), observes
the report.
To access the complete report, Making Online Display Marketing Work for B2B, from Forrester please visit here.