Online Advertisers Set Higher Expectations

As the online advertising marketplace grows, so do the expectations of performance of these ads:

“Advertisers increasingly want more-detailed feedback on the effectiveness of their online marketing efforts, both to justify their increased spending on the Web and to help guide their future allocations across all available media.”

“They want to know not only what ads consumers click on but also how those clicks translate into purchases. They are more focused on understanding how their mix of online marketing works together and how it fits into their broader marketing campaigns. They want to find out how online advertising is affecting the image of their brands, and how to target ads to specific audiences.”

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