Effi­cient Fron­tier today released a com­mis­sioned study con­ducted by For­rester Con­sult­ing which was designed to illu­mi­nate the chal­lenges mar­keters cur­rently face in man­ag­ing their search and dis­play adver­tis­ing cam­paigns together.

The objec­tive of the study was to under­stand how mar­keters are inte­grat­ing their online cam­paigns as well as exam­ine the bar­ri­ers pre­vent­ing them from opti­miz­ing spend across channels.

This study, con­ducted by For­rester Con­sult­ing, pro­vides some use­ful insights regard­ing the need for bet­ter online attri­bu­tion and opti­miza­tion in the marketplace.


Search and dis­play are the most widely used online mar­ket­ing chan­nels. More than half of the respon­dents have more than three years expe­ri­ence with both search and dis­play. More than one-quarter of respon­dents spend 50% or more of their total mar­ket­ing bud­get on these two channels.

Mar­keters are using rudi­men­tary tech­niques for chan­nel inte­gra­tion. Sur­pris­ingly, most respon­dents use spread­sheets to track and inte­grate their cam­paigns, demon­strat­ing that even the most sophis­ti­cated adver­tis­ers are not tak­ing advan­tage of advanced opti­miza­tion tech­niques to improve their campaigns.

Major­ity of respon­dents claimed their present tools for mea­sure­ment and man­ag­ing cross-channel processes fell short of expec­ta­tions. Only five per­cent of those sur­veyed were very sat­is­fied with their exist­ing tools for man­ag­ing dis­play and search adver­tis­ing cam­paigns together.

Mar­keters cite that the biggest bar­rier to inte­gra­tion is the dif­fi­culty in proper mea­sure­ment. Mar­keters do not know how to sys­tem­at­i­cally mea­sure and opti­mize and see a need for a man­age­ment plat­form to help them stream­line the cam­paign mea­sure­ment process.

You can down­load the full report here

Merinda Pep­pard – Global Mar­ket­ing Manager