Ad spending and media buying is a complex and confusing system. While spending is up, there are more options than ever before, particularly when it comes to social marketing. An infographic from market research firm Forrester Research and cloud-based marketing and advertising platform SteelHouse examines the challenges in the media buying process.
According to the infographic from Forrester and SteelHouse, nearly 90 percent of marketers already buy social advertising units. But they still invest in other types of advertisements, including display banner ads, mobile display ads, video ads and email marketing.
Fraud is just one of the hurdles for marketers in the digital media space, but they simply focus as much as they can on investing in better solutions. Those solutions include site analytics, tools to measure performance, content asset-management systems and platforms for managing data.
Another big challenge for marketers is comes into play when dealing with vendors. Nearly one-half of marketers said they lacked information from vendors and there is a lack of transparency in media buy pricing. 42 percent had complaints about the inability to optimize their digital marketing.
Overall, the market needs more transparency, because marketers have a hard time seeing real return on investment. Ad buying also can appear as unnecessarily complex, and its processes may be turning marketers away.
For insights into solving these problems, view the infographic below.