Online Trumps Offline Primarily for Targeting, Say Advertisers

Asked the top 3 benefits of online advertising when compared to offline advertising, 23% of respondents to a Marin Software survey [pdf] conducted by Forrester Consulting said the most important benefit was online’s more accurate targeting. The survey of North American marketers who spend a minimum of $100,000 per year on paid search also found that respondents value online’s measurability and efficiency, but are less enthusiastic about its conversion rates and access to customer response data relative to offline advertising. (more…)