A third of online advertisers in Europe plan to create their own profiles on social networking sites in the next year.
Only a quarter of these companies measure if a user interacts with their online ads according to report from JupuiterResearch. The report looked at using engagement tactics and how to best measure the results.
“The majority of European online advertisers plan to use engagement marketing tactics in the next year, so it is vital that the industry finds ways cheaply and accurately to measure the impact of these campaigns,” said Nate Elliott, senior analyst at JupiterResearch and lead author of the report.
The report found that more than half of European online advertisers used strategies designed to increase user interaction in the past year and close to two-thirds will use engagenement strategies in the next year.
Viral campaigns are still the most popular form of engagement marketing. Advertiser’s use of tactics that engage users more thoroughly, including profiles on social networking sites will rise.
“As marketers increasingly try to reach consumers through social networking sites like MySpace and Facebook, as well as video sites like YouTube and DailyMotion, they should turn to their online ad agencies for help in gauging the success of these efforts,” said David Schatsky, president of JupiterResearch.
