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BizReport : Advertising archives : April 05, 2011

Survey: Display, mobile priorities for advertisers

Move over video and search marketing. Savvy marketers are pushing for more display and mobile advertising time according to a recent survey. The survey, from Bizo, finds that most marketers believe display and mobile options are their best chance to engage and convert consumers. In fact, many will spend more on display ads in 2011 than they did in 2010.

by Kristina Knight

bizo.gif"We believe strongly that the business consumer's appetite for online content has evolved such that display advertising is now the best way to reach and engage business professionals at scale," said Russell Glass, CEO of Bizo. "The results of this survey reinforce the trends we see playing out with ad dollars moving online at a blurring pace and data-driven audience targeting proving to be the game-changer in display advertising."

The survey finds:

• Marketers are focusing on display to increase website traffic (54%) or to increase leads (42%)
• 49% plan to spend more on display in 2011
• 90% report display ads are 'more important' in 2011

But these marketers don't see display or mobile as a complete problem solver. Many are concerned with the current measurement offerings and would like better metrics so that they can improve campaign performance. Many (63%) would like the ability to track specific segments of visitors to their websites rather than more generalized statistics.

Another concern is the ability to understand the segments visiting advertiser websites. Brands not only want to identify visitors, but they want more information about why the consumer is visiting so that they can better engage throughout their visits.

Tags: advertising trends, B2B marketing, Bizo, display advertising, mobile marketing

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    I believe it. I am usually on my mobile when I am waiting for someone or killing time on the go. These are times when I tend to pay attention more to display ads then at home or at work when I am in work mode.



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