Digital Campaign Complexity, November 2013 [TABLE]
Digital ad campaigns are becoming more complex, with more ad versions per campaign and an increasing amount of third-party tags per ad, per recent data from DG MediaMind. Looking at Q2 data from 2010 through 2013, the study indicates that the percentage of campaigns with a single version of an ad decreased from 21.2% in 2010 to 15.6% this year. By contrast, 29% of campaigns now include 2-4 ad versions, up from 24.6%, while 6.4% have at least 50 versions, up from 5.4% 3 years ago.
The researchers attribute these trends to “advertisers trying to reach alternate audiences within the same campaigns or advertisers testing multiple messages to a single audience within a campaign.” Read the rest at MarketingCharts.