31st October 2007
Only a quarter of European online advertisers planning to launch social networking profiles are accurately calculating user interaction, claims a report by JupiterResearch.
Cited in vnunet.com, the report says that companies are using engagement marketing techniques without understanding which techniques are most effective.
The firm claims that as the number of advertisers intending to use engagement marketing tactics increases, the industry must develop a cheap and accurate way of measuring their impact.
"As marketers increasingly try to reach consumers through social networking sites … they should turn to their online ad agencies for help in gauging the success of these efforts," David Schatsky, president of JupiterResearch, is quoted as saying.
The research company also found that many companies expect interactive adverts requiring users to add videos and photos to increase in popularity.
The Interactive Advertising Bureau and the European Interactive Advertising Association have recently announced they are to collaborate on developing standard definitions for interactive audience measurement.
Bookmark and share ''Advertisers are not measuring user interaction''