Cross-Device and Measurement are Top of Mind for Media Buyers [REPORT]

Seventy percent of media professionals are interested in learning more about cross-device advertising, according to a research study released by Conversant, the leader in personalized digital marketing. The study, which was conducted by independent research company Bovitz, Inc., solicited insight into the planning and buying processes for digital media.

Digital media planning and buying are increasingly complex, posing significant challenges and opportunities for buyers and sellers alike. Digital budgets are continuing to grow at double digit rates, with increasing adoption of mobile and video. Buyers in charge of large budgets show stronger interest in mobile, video and social than buyers who spend less than $5 million.

Mobile and Video Show Strong Adoption

The study found virtually all (97 percent) media professionals surveyed used display in the last year. Mobile and video showed very strong adoption, at 89 percent and 86 percent respectively.

While just a few years ago social media led buyer interest lists, the topic has fallen significantly in the rankings in favor of cross-device and measurement.

“Agency media professionals are getting even smarter and more discerning,” said Scott Eagle, chief marketing officer at Conversant. “They are taking the time to compare facts and specifics about solutions providers so they make better choices. And they are turning to companies like Conversant to provide richer insights about the digital industry, specific categories, and each of their campaigns.”

Key Study Findings

Key findings from the study include:

•     The media professionals surveyed showed a strong agreement on the definition of “personalized media,” as 80 percent said the term denotes individualization of both creative and media.
•     Almost half of media professionals agree that they would be more likely to consider a vendor that offers personalized media solutions.
•     Respondents reported RFPing an average of 9 companies for each new campaign
•     Most buyers said the vendor decision process is a highly collaborative one, with many agency staffers and multiple levels contributing to the decision.

To download report CLICK HERE.