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BizReport : Advertising archives : June 17, 2009

Study: Cross-channel to skyrocket

If you've thought about cross channel marketing but held back, now is the time to act. A new study from online advertising solutions firm Eyeblaster and TNS Media Intelligence shows that marketers are eagerly beginning to embrace cross channel campaigns and holding back could leave you at the starting gate.

by Kristina Knight

A cross channel campaign is one with ads in multiple venues - television, online display, outdoor, newspaper/magazine, classified, etc. The study finds that more than two-thirds (67%) of marketers surveyed are running cross channel campaigns, however only about 12% are integrating the data and management information from all channels to maximize the campaign's output.

"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."

Other interesting findings from the report include:

• 44% of marketers indicate a lack of metrics to measure cross channel campaigns
• 68% of marketers are looking to mobile to drive cross channel campaigns
• 76% of marketers are pushing television for their cross channel efforts

Television and mobile were the two areas thought by marketers to have the greatest impact effect for campaigns, but the lack of metrics will be a concern. Whether the metrics are lacking or marketers simply aren't educated in how to best measure cross channel efforts, if the metrics aren't there, the campaign will likely fail or at least underperform.

Tags: cross channel campaign, cross channel marketing, Eyeblaster, online advertising

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