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Report: AOP B2B agency/client research



Qualitative research by AOP which explores perceptions and usage of online for B2B advertising among advertising agencies and client companies, concludes that the potential of online as a medium for building brand awareness is increasingly being embraced.

AOP’s research concluded that:
  • There is greater acceptance by clients and advertising agencies of online for B2B
  • Online is an obvious choice for direct response but potential for branding increasingly accepted
  • Increasingly a wide range of advertising formats used, most notably editorial sponsorship arrangements
  • Strengths and opportunities of online far outweigh the weaknesses and barriers
  • Key positives: measurability; targeting; interactive/creative; cost effectiveness
  • Key negatives: resource/technical inexperience; jargon/complexities; too great reliance on measured stats
  • Future growth predicted through new opportunities, although not so fast as in recent years

Qualitative research was undertaken with 25 senior media and account executives in advertising and media agencies, and senior executives responsible for advertising and media planning decisions in client companies. The depth interviews explored agency and client usage and opinions of the internet, with particular focus on publisher websites for B2B advertising. It also looked at whether agency perceptions had shifted since earlier AOP research, The Role of B2B websites, undertaken in 2004, into usage of and attitudes towards online, involving advertising agencies and business decision makers.

For further information contact Tim Cain

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