While simple optimisation tactics are used by many brand and direct response advertisers, some effective and inexpensive optimisation strategies are ignored by most marketers, according to studies by Jupiter Research.

Further, only 15 per cent of advertisers use optimisation technology, which can be perceived as too expensive or complex for small and emerging marketers. While more direct response advertisers are familiar with optimisation technology, all advertisers benefit from improved campaign performance.

Jupiter also found that many advertisers would also benefit from implementing cross-tactic optimisation, which currently is rarely used.

Cross-tactic optimisation can provide a more complete picture of the ads and ad placements that were most effective across media buys and across online advertising tactics, such as search and display.

Due to the complexity of implementing cross-tactic optimisation, Jupiter recommended that advertisers work with a third party, either an agency, technology provider, or network.

"As both brand and direct response advertisers become more sophisticated online advertisers, the need for cross-tactic optimisation becomes crucial," explained Emily Riley, a Jupiter analyst.

"No longer is the last click the gold standard of online advertising, but rather advertisers must migrate to encapsulate the entire consumer consideration cycle. For advertisers to truly optimise their campaigns, they must set clear measurable goals, which they can use across all implemented strategies and technologies," said David Schatsky, president of Jupiter.

"Advertisers at all levels of sophistication must test a combination of available third-party optimisation services and technologies to increase campaign performance," Schatsky added.

Len Rust is publisher of The Rust Report.