Cross-device and measurement are top of mind for media buyers, says Conversant study

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 Bovitz,

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 $5 million.

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
Scott Eagle, chief marketing officer at Conversant.

"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


  • Most buyers said the vendor decision process is a highly collaborative

    one, with many agency staffers and multiple levels contributing to the


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:

For additional information, please contact
Jacqueline Brown at

or 415-229-7665.

About Conversant, Inc.

Conversant, Inc. (NASDAQ: CNVR) is the leader in personalized digital

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

About Bovitz, Inc.

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, 415-229-7665.

Source: Conversant, Inc.

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