Marketers Juggle an Average of 5 Technologies, and Nearly 4 Vendors to Buy Digital Media, According to SteelHouse-Commissioned Study

A single platform and the right pricing model helps solve digital marketers' toughest challenges

LOS ANGELES – DECEMBER 6, 2016 – Marketing technology is earning a bigger and more critical role within the advertising ecosystem, but with that comes many challenges. Today’s marketers are deploying an average of five technology solutions to buy digital media, according to a recent study jointly conducted by Forrester Consulting and SteelHouse, an advertising software company.

SteelHouse commissioned Forrester to survey 153 marketing decision-makers in the US. The majority of survey respondents pointed to a lack of transparency from vendors — including a lack of information sharing on the pricing of media buys — as the greatest challenge they face when managing digital advertising.

“We’re committed to not only understanding the challenges marketers face, but also providing the transparency this industry needs to allow buyers and sellers to efficiently and effectively drive ads to consumers,” said Mark Douglas, SteelHouse President and CEO.

The survey revealed a number of areas marketers are facing, including:

  • Purchasing a variety of ads, frequently. An average of four types of digital media – social ads (89%); display banner ads (77%); mobile banner ads (73%); and video ads (65%) – and most purchase from multiple networks at least weekly.
  • Managing multiple vendors. Almost half of marketers are working with an average of three vendors. Oftentimes, management barriers occur because of lack of information-sharing (48%), transparency on media buy pricing (48%), and inability to optimize (42%), among others.
  • Technology overload. Marketers use an average of 5 media/marketing tools, with most already using or expanding their use of tools for: site analytics (84%); marketing performance measurement (82%); content marketing asset management (80%); data management platforms (DMPs) (78%); and marketing attribution (77%).

Further, the study finds that a single platform approach with the right pricing model can help. Eighty-six percent of respondents said a single platform would have a high impact on the ability to measure marketing’s impact on business as a whole. Additionally, marketers who preferred cost-per-impression (CPM) pricing said they were more likely to report increased performance.

To view the related infographic and to download the full study, click here.

Methodology
In this study, Forrester Consulting conducted an online survey of 153 marketing decision-makers with a title of manager or higher to evaluate from companies in US businesses with 500 or more team members.

About SteelHouse
SteelHouse provides software for brands, agencies, and direct marketers. The SteelHouse Advertising Suite gives premium brands worldwide everything they need to run acquisition and retention campaigns through display, mobile, and social. With the SteelHouse Creative Suite anyone can create beautiful ads using the content around them.