Most online advertisers fail to use optimization strategies

JupiterResearch has found that while simple optimization tactics are used by many brand and direct response advertisers, some effective and inexpensive optimization strategies are ignored by most marketers. Additionally, only 15% of advertisers use optimization technology, which can be perceived as too expensive or complex for small and emerging marketers. While more direct response advertisers are familiar with optimization technology, all advertisers benefit from improved campaign performance.

According to the JupiterResearch report "Optimization: Maximizing ROI through Cross-Tactic Optimization," many advertisers would also benefit from implementing "cross-tactic" optimization, which currently is used by very few advertisers. Cross-tactic optimization can provide a more complete picture of the ads and ad placements that were most effective across media buys and across online advertising tactics, such as search and display. Due to the complexity of implementing cross-tactic optimization, JupiterResearch recommends that advertisers work with a third party, either an agency, technology provider or network.

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