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Marketers unsure of online media promises

Despite recent predictions that online marketing spend is set to soar, marketers are still unsure whether it is money well spent.

According to new research, produced by The Fournaise Marketing Group, 68 per cent of marketers are wary when it comes to the traffic profiles given to them by online media providers and publishers.

The global study also found that 75 per cent of British marketers were not sure that they received the service they paid for, while the issue of click fraud was also a concern.

Discrepancies between what is claimed to be being delivered by online media and what is actually delivered "is beginning to cast a shadow on the long-term credibility of the industry", said Jerome Fontaine, chief executive of The Fournaise Marketing Group.

"Online media have now the immense challenge of winning the trust and confidence of marketers and must be prepared to be audited and be accountable for the results they deliver."

According to the study, 40 per cent of marketers around the world did not run online campaigns in 2007. ADNFCR-1536-ID-18545890-ADNFCR