Over half of brands still struggle with following and understanding the journey of a potential consumer online, known as attribution modelling, according to new research from the Internet Advertising Bureau (IAB).
The IAB surveyed 123 marketers and digital marketers from top 200 advertisers in the UK, between October and December last year for its Search Barometer Survey.
According to the study, which involved marketers from across all sectors, including entertainment, retail, FMCG and automotive, 53% of brands had ‘little or no understanding’ of attribution modelling.
The uptake in tablet and smartphone devices has increased the propensity for broken consumer journeys to occur, which means attribution is more challenging for marketers, according to the IAB.
It also found that only 13% of brands feel they have sufficient amount of performance data to help them with attribution modelling. Search integration is still a challenge for brands, with only one third of the brands surveyed using paid and natural search to build their brand and generate awareness as their primary objective.
Nearly two thirds of the ones which integrate search into campaigns can see ‘tangible benefits’ of doing so, according to the research. Of the marketers surveyed 94% said that there is greater opportunity to integrate search into the wider media mix.
The survey of marketers found that online display and social media are most integrated with search in campaigns, at 65% and 62% respectively. This is followed by TV, with 43% of campaigns integrated with search marketing.
Research from the Internet Advertising Bureau (IAB) launched today suggests that consumers see tablets as the perfect device for late evening use when in front of the TV.
The study from research company Sparkler in partnership with panel providers On Device Research, found that 51% of all tablet uses occurred in front of the TV. In fact, tablet owners are 50% more likely to use their tablet in this situation than their mobile (35%) or PC (33%).
More than 50% of tablet interactions were found to take place in the late evening (between 7 - 12pm) resulting in tablets being the most used device amongst owners in the evening. Tablet usage then accelerates during the weekends with 25% of respondents choosing to use their device during their downtime and 49% agreeing the tablet is the device that best allows them to be entertained.
More at: http://econsultancy.com/uk/blog/8473-iab-research-says-tablets-are-perfect-downtime-devices
