A new study has confirmed what many people who work in interactive marketing have known for some time, that the technology the Internet affords online marketers needs to be used in targeting ads if any campaign wants to be successful.
A new Digiday/AudienceScience report is clear in that online advertisers who target their campaigns are increasing the amount of money they spend in the media because of amplified results. Stuart Colman, Managing Director, Europe, AudienceScience notes the results are being noticed by online marketers and points to the fact that approximately 84% of agencies surveyed use some kind of targeting and are seeing the beneficial results as a result.
The numbers are further evidence as the report also states over 70% of those polled have decided to increase their digital online advertising presence and also reported they will include targeted marketing as part of the overall package. One of the more important points to consider here is these numbers by themselves are impressive but they also represent an increase over the amount of money spent on online advertising last year by a number of marketers who have decided to target specific audiences.
Adding to the case, a recent PwC online survey showed an increase of 27% in growth for this kind of display advertising and Colman added to the proof these numbers supply by saying more and more advertising executives and marketers are seeing this kind of interactive marketing campaign is the most efficient and productive way to reach a targeted niche market or audience.
He also said there was a direct correlation between the money being spent on online campaigns that had this kind of targeting involved because it was clear to more and more people in the industry that the return on investment was larger with the targeting involved.