A lack of audience data combined with difficulties in measuring results and high prices are the key reasons why digital marketers are failing to invest more in display advertising.
A survey among 150 interactive marketing professionals undertaken by Forrester Consulting on behalf of Software-as-a-Service-based ad analytics tool provider Adometry revealed that 47% would be inclined to invest more in the area if they could see measurable results.
A further 43% would be happier to put their hands in their pockets if they had a better understanding of what consumers did after viewing their advert, while 55% wanted to see their ads targeted more effectively. A significant 51% were put off by the price of display advertising, which they felt was simply too high, however.
The report entitled ‘Marketers Crave Solutions That Provide Richer Performance and Audience Insights’ pointed out that, while advertising had been around for more than 15 years, it had historically struggled to find its way onto media plans alongside other easily measurable and highly efficient channels like search and email.
But it added: "While those two channels continue to maintain a vaunted place in the hearts of digital marketers, our research points to the ever-increasing acceptance of display advertising as a valuable part of the digital marketing mix."
Therefore, despite the barriers to investment cited, some 55% of respondents indicated that they still planned to up the amount they spent on display over the coming year, while only 3% expected to cut it. Three quarters used display to try and achieve both direct response and brand objectives, they said.