Media professionals are collaborating more in their vendor selection
process and show increased desire for personalized media solutions
Seventy percent of media professionals are interested in learning more
about cross-device advertising, according to a research study released
today by Conversant,
the leader in personalized digital marketing. The study, which was
conducted by independent research company
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
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
"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.
The respondents to this survey represent US digital media professionals
at all experience levels. Opinions were solicited from a total of 652
such professionals.
To download a complete copy of the study, please visit: http://go.conversantmedia.com/how-media-buying-really-works.html
For additional information, please contact
or 415-229-7665.
About
marketing. Conversant helps the world's biggest companies grow by
creating personalized experiences that deliver higher returns for brands
and greater satisfaction for people. We offer a fully integrated
personalization platform, personalized media programs and the world's
largest affiliate marketing network - all fueled by a deep understanding
of what motivates people to engage, connect and buy. For more
information, please visit www.conversantmedia.com
About
As a full-service research and strategy firm, we help clients design
delightful experiences, products, and strategies by humanizing business
decision-making. We treat every business question as a design challenge,
unleashing diverse teams of researchers, strategists, and designers to
work in collaboration with our clients. The result is brand
transformation, business growth, and improved lives. We call it
Design-Driven Research & Strategy®, and it helps create brands that
consumers love.
for Conversant
jacqueline.brown@edelman.com
Source:
News Provided by Acquire Media