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Marketers Frustrated by Digital Cross-Channel Chasm

More than two-thirds (67%) of global marketing executives say they already are running digital cross-channel ad campaigns, but only 12% are integrating their cross-channel performance data - across TV, outdoor, mobile, print and online - when they plan, execute and measure these campaigns, according to a survey of worldwide marketing executives by Eyeblaster and TNS.

The study, “The Digital Horizon: A Chasm between Expectation & Execution,” reveals that the advent of digital and other new forms of advertising have created a large gap between running a campaign on multiple channels and actually integrating those channels in a unified way. Though many marketers desire better integration, they are frustrated because they can’t meet their goals using existing systems.

“Although marketers see the power of digital media and express optimism and enthusiasm, many are caught in the gap between expectations and reality,” the report said. “Until this uncharted territory is mapped, many marketers will continue to go with what they know and revert back to existing techniques and siloed channels.”

Marketers cite the following barriers to cross channel adoption:

• lack of suitable metrics to measure impact and ROI (44%)
• lack of case studies to prove cross-channel effectiveness (37%)
• lack of technology (34%)

Looking ahead, once enabled to accept digital advertising, respondents expect mobile and TV to be the top channels for branding and response as well as the go-to channels for brand-response synergy:

• 68% of marketers cite mobile as the top channel to drive response, followed by TV at 40%.
• 76% of marketers cite TV as the top channel for brand building, following by mobile at 49%.
• 68% of marketers are interested in comparing TV and mobile compared with outdoor and mobile, TV and computer-based advertising and mobile and computer-based advertising at 62%.

Respondents to the survey also expect total market spending to grow by 30% over the next two years with a third of the market experiencing growth over 50%.

“This study proves interest in cross channel and confirms that cross channel integration is a high priority for marketers – digital or otherwise,” said Gal Trifon, CEO and co-founder at Eyeblaster.

“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,” added Don Ryan, vp of technology and media at TNS.

View chart: Digital Cross-Channel Campaigns
View chart: Cross-Channel Performance Data Comparison

About the study: The study was conducted in March 2009, among 400 senior marketing executives across North America, EMEA and APAC.