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:
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
% of Respondents
Increase brand awareness
Reaching key target audience
Driving direct sales
Increase site visits
Increase brand favorability
Drive customer lifetime value
Align with offline media buys
Drive in-store sales
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.