Study: Marketers to spend almost 1/3 of digital media dollars on "3-screen digital marketing" in 2013

75% of leading media buyers report "cross-device" ad campaigns

deliver better results than campaigns that run on only one device,

according to a ValueClick Media and Greystripe study


Leading digital buyers are spending 30% of their digital budgets on

cross-device campaigns in 2013, according to a major research study

released today by ValueClick

Media and Greystripe.

The study, which was conducted by independent research company Advertiser

Perceptions, polled hundreds of digital media executives from across

the U.S. to uncover how they view present and future opportunities for

cross-device advertising.

Buyers report that this flood of cross-device money is a reflection of

dramatic changes in how people access the web. As penetration and usage

of tablets and smartphones has grown, brands need to reach and engage

users on whatever device they choose in a given day.

Some Study Highlights

According to the research:

  • 89% of leading media buyers believe that reaching the same user

    across different devices is important. This helps engage users

    migrating from device to device throughout their days.

  • 76% want cross-device usage data for targeting so that they can reach

    and connect with people whenever and wherever will yield the best


  • 75% of buyers said that cross-device campaigns across PC, tablet and

    smartphone deliver better results than single device campaigns.

A majority also said that cross-device programs are critical to

optimizing performance across their marketing budgets.

Methodology Matters

"More and more buyers say that cross-device marketing is a ‘need to

have' in 2013," said
Kurt Hawks, general manager for Greystripe.

"Clients tell us that user-to-device matching methodology matters, but

it requires more complete, actionable data gleaned from a deeper

knowledge of user interest, behavior and purchases across devices.

Really both the data and methodology are essential to a client's end

goal—reaching the consumer wherever they spend their digital time."

The research results echoed the ‘methodology matters' perspective. 84%

said that reviewing the cross-device targeting methodology of

prospective vendors is important, and 83% said that the ability to

optimize effectively across devices was a key concern. The survey also

revealed that buyers are committed to getting all the benefits of

cross-device advertising and have high expectations that prospective

partners must meet.

ValueClick Media President
Bill Todd says that he understands that sense

of cautious buyer optimism. "Buyers need to ask prospective partners

those tough questions. There's a lot of noise out there, and it takes

major commitment to get cross-device right, especially at the scale that

major brands need. We spent two years and made a significant investment

in our offering before we launched because buyers only give you one

chance to get it right."

Those surveyed represent an elite audience; almost half are vice

presidents or higher representing top brands spending over $1 million in

display and mobile advertising in the past twelve months.

For the complete study and to download the guide to cross-device

advertising, please visit

For additional information, please contact
Cassie Dono at

or (818) 575-4921.

About ValueClick Media & Greystripe

ValueClick Media & Greystripe, part of ValueClick Inc. (NASDAQ: VCLK),

delivers precision cross-device audiences at scale for display, mobile

and video advertisers. For brands and agencies, ValueClick

Media/Greystripe consistently delivers superior results with its state

of the art omnichannel media platform, premium data and sophisticated

optimization technology. For publishers, ValueClick Media/Greystripe

helps maximize revenue for available display, video and mobile

advertising inventory, while offering robust publisher tools and

support. For more information, visit


About Advertiser Perceptions

Advertiser Perceptions is the world leader in providing the media

industry with research-based advertiser insight and guidance necessary

for strengthening brands and increasing advertising sales, market share

and competitive advantage. We specialize in determining, analyzing and

communicating what advertisers think — their plans, opinions and


Our proprietary database of media decision makers is one of the largest

in the world. The advertiser survey and questionnaire development

process that we employ ensures optimal response. Singular focus and

media industry expertise enables us to effectively analyze and

accurately interpret the research that we conduct on behalf of our

clients who represent many of the largest international media companies.

ValueClick Media & Greystripe
Cassie Dono, (818) 575-4921

Source: ValueClick Media & Greystripe

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