The current market conditions show a large chasm existing between the appreciation of cross channel campaigns and true cross channel integration as nearly 67% of respondents cite that they already are running cross channel campaigns; yet only 12% are actually integrating cross channel performance data. Results also confirm that marketers are comfortable to support branding objectives through online advertising channels.

Marketers note the following as the barriers to cross channel adoption:
- 44% blame lack of suitable metrics to measure impact and ROI
- 37% note lack of case studies to prove cross channel effectiveness
- 34% cite lack of technology

The study was conducted in March 2009, among 400 marketing senior marketing executives across North America, EMEA and APAC. For a deeper look into the state of digital advertising, download the complete white paper here.