Cross-Device and Measurement are Top of Mind for Media Buyers, Says Conversant Study
Media professionals are collaborating more in their vendor selection process and show increased desire for personalised media solutions
London, UK, 4 December 2014: Conversant, the leader in personalised digital marketing, today releases a new study conducted in Q3 2014 by independent research company, Research Now, soliciting insight into the planning and buying processes for digital media across the UK, France and Germany.
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 (94 percent) media professionals surveyed used display in the last year. Mobile and video also showed very strong adoption, at 90 percent and 76 percent respectively.
While just a few years ago social media led buyer interest, the topic has fallen significantly in the rankings in favour of cross-device and measurement.
“The agency media landscape is highly competitive and highly collaborative, with professionals demanding more from their media spend,” said Oded Benyo, President of Conversant Europe. “They are increasingly turning to companies to provide true cross-device marketing. Professionals are no longer looking for cross platform campaigns, they’re looking for fully integrated, cross-device delivery to identify consumers and target them individually.”
Media Professionals All Agree on Cross-Device Advertising
Of the media professionals surveyed, many expressed interest in learning more about topics including personalised creative and mobile advertising. However, cross-device advertising was a common theme, as the topic was among the top two areas of interest for professionals in France, Germany, and the UK.
- UK responded highest to cross-device and mobile advertising, representing 69 percent and 62 percent respectively
- Respondents in France were most interested in measurement/attribution and cross-device advertising, at 56 percent and 40 percent respectively
- 62 percent of respondents in Germany favoured cross-device advertising, followed by 56 percent for mobile advertising
Other Key Findings
Several other key findings include:
- Digital spending in the UK trended 10x higher than that in France
- The highest number of RFPs were distributed in Germany
- Most buyers said the vendor decision process is a highly collaborative one, with many agency staffers and multiple levels contributing to the decision.
Conversant commissioned Research Now to conduct this study of media professionals at large and midsize agencies. A total of 306 respondents completed the full survey. The full study, “How the Media Buying Process Really Works,” can be downloaded here.
The same survey was distributed in the US by Bovitz, Inc. in Q1 2014. Download here.
For more information contact:
UK: Rosie Lumley at Simpatico PR:
+44 (0) 20 7407 1599 firstname.lastname@example.org
FR: Olivier Beaurain, Marketing Manager, Conversant Europe:
+33 1 46 51 95 81 email@example.com
Conversant, Inc. (Nasdaq: CNVR) is the leader in personalised digital marketing. Combining the strengths of ValueClick Media, Commission Junction, Mediaplex, Greystripe and Dotomi, Conversant helps the world's biggest companies grow by creating personalised experiences that deliver higher returns for brands and greater satisfaction for people. We offer a fully integrated personalisation platform, personalised media programmes and the world's largest affiliate marketing network - all fuelled by a deep understanding of what motivates people to engage, connect and buy. For more information, please visit www.conversantmedia.co.uk
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