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
WESTLAKE VILLAGE, Calif. -- August 21, 2013
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 response.
*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 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
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 www.valueclickmedia.com/MasterCrossDevice.
For additional information, please contact Cassie Dono at firstname.lastname@example.org
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
www.valueclickmedia.com and www.greystripe.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 motivations.
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
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