Study finds Current Tools and Practices for Search and Display Fall Short for Large Marketers

Efficient Frontier Debuts In-Depth Study of Leading Interactive Marketers

Sunnyvale, Calif. – January 13, 2011 – Efficient Frontier, a leading global online performance marketing company, today released a commissioned study conducted by Forrester Consulting on behalf of Efficient Frontier 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.

 

“We really wanted to understand the needs and barriers for marketers using more than one online digital channel,” said David Karnstedt, President and CEO of Efficient Frontier.   “This commissioned study conducted by Forrester Consulting provides some useful insights regarding the need for better online attribution and optimization in the marketplace.”

 

Among the key findings:

 

·         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.

 

Efficient Frontier’s proprietary technology, used by advertisers and agencies worldwide, enables advertisers to secure a higher ROI for their digital advertising spend with its simple and innovative platform that manages online performance marketing in search, display and social media campaigns.  The Efficient Frontier platform uses sophisticated predictive modeling as well as cross-channel analytics and simulations to enable superior bid optimization across digital marketing channels. The platform also provides specialized and scalable automation to manage clients’ accounts at the portfolio level and an easy-to-use, customizable dashboard with advanced reporting and analytics capabilities.

 

The Forrester study was based on a survey of more than 150 marketers about the complexities they face with cross optimization.   To download the full study,please go to http://www.efrontier.com/research/whitepapers/dedicated-online-ad-management-platform.

 

About Efficient Frontier

Efficient Frontier is a leader in online performance marketing managing search marketing, display and social media campaigns for advertisers and agencies around the world.   Efficient Frontier currently manages more than $1 billion in annual marketing spend on behalf of their clients globally.  Founded in 2002, Efficient Frontier pioneered the application of modern portfolio theory for search engine marketing and today combines its core predictive modeling algorithms and bidding technology with comprehensive strategic and tactical value-added services.  The largest and most sophisticated advertisers and agencies partner with Efficient Frontier to achieve and sustain optimal campaign performance and growth in highly complex and competitive marketplaces. The company is headquartered in Sunnyvale, California, with offices in New York, the United Kingdom, France, Germany, and India, and technology licensing partnerships in Japan, Hong Kong and Australia. Efficient Frontier is a privately held company with funding from Redpoint Ventures and Cambrian Ventures.  For more information, please visit http://www.efrontier.com and subscribe to the Efficient Frontier blog at blog.efrontier.com.

 

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