Online marketers need to be aware of consumer engagement with advertising campaigns if they are to boost their return on investment (ROI), one expert has suggested.

According to an article for BizReport, the evolving online advertising market is leading to a host of opportunities for marketers, but these will not be fully realised unless it is clear how people are reacting to existing campaigns.

The website reports that a new tool from Compete – named Ad Analyzer – will help with the monitoring of ad effectiveness by watching how they perform across different target groups.

Commenting on the launch of the service, Compete’s chief marketing officer Stephen DiMarco said that Ad Analyzer offers the opportunity to monitor rival campaigns as well as manage marketing budgets.

"For the first time we’re enabling [users] to track and evaluate competitors’ advertising, specifically which campaigns are moving the needle the most," he said.

Last year, Compete announced the launch of a new search analytics tool that would allow users to view information on search queries to help maximise their own campaigns.

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