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
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
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.
"More and more buyers say that cross-device marketing is a ‘need to
have' in 2013," said
"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
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
display and mobile advertising in the past twelve months.
For the complete study and to download the guide to cross-device
advertising, please visit www.valueclickmedia.com/MasterCrossDevice.
For additional information, please contact
or (818) 575-4921.
About ValueClick Media & Greystripe
ValueClick Media & Greystripe, part of
delivers precision cross-device audiences at scale for display, mobile
and video advertisers. For brands and agencies,
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 www.valueclickmedia.com
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
Source: ValueClick Media & Greystripe
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