Study: Marketers to Spend Almost 1/3 of Digital Media Dollars on "3-Screen Digital Marketing" in 201

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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.--(BUSINESS WIRE)-- 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.

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 www.valueclickmedia.com/MasterCrossDevice.

For additional information, please contact Cassie Dono at cdono@valueclick.com or (818) 575-4921.

About ValueClick Media & Greystripe

ValueClick Media & Greystripe, part of ValueClick Inc. (NAS: 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.

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ValueClick Media & Greystripe
Cassie Dono, (818) 575-4921
cdono@valueclick.com

KEYWORDS:   United States  North America  California

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