Mobile Measurement Tops Media Pros' Focus

Cross-device measurement mobile measurement and real time bidding (RTB) optimization are the digital media topics that are top of mind for many media professionals these days -- replacing social media and video advertising, per a recent study.

The Conversant study reveals that 70% of media professionals participating in the survey want to know more about cross-device advertising, followed by 64% who want more information on measurement and attribution; 61%, mobile advertising; 61%, better returns from RTB; 45%, video advertising; and 41%, social advertising.

Some 97% of media professionals surveyed report using display advertising in the past year. Mobile and video also showed very strong adoption at 89% and 86%, respectively. Social followed at No. 4 with 80%. Buyers in charge of larger budgets show a stronger interest in mobile, video and social, compared with buyers who spent less than $5 million.

Among all these options, media buyers continue to search for the best price.

Respondents report submitting RFPs to an average of 10 companies for a new campaign, although the number varies across respondents. Among those who spend less than $5 million in digital, the number of companies to which media professionals submit an RFP for new campaigns usually ranges between one and five, at about 38%. Among those spending more than $5 million the most common number ranges between six and 10, 35%; followed by between 11 and 20, about 30%.

Findings from the study suggest a collaborative process across agency teams, but survey respondents agreed on this general concept. Some 57% said they are one of several decision makers; 34%, primary decision maker, but collaborates with others; 6%, plays a small role; and 3%, remains the sole decision maker.

When asked about the definition of "personalized" media, some 80% said the term points to both creative and media. Some 49% said they would prefer a media company that offers personalized media; 38%, about the same, 12%, don't know; and 1%, less likely.

The commissioned online survey conducted in January 2014 by Bovitz, provides responses from 652 media professionals.

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3 comments about "Mobile Measurement Tops Media Pros' Focus".
  1. JAMES NICHOLS from CONVERSANT , April 25, 2014 at 1:23 p.m.
    Thanks for publishing, Laurie. Just wanted to say that while the study isn't broadly available on our site, if you want to download it (NO REG REQUIRED) you can do so at http://bit.ly/1fblHIv .
  2. Doug Robinson from FreshDigitalGroup , April 25, 2014 at 4:21 p.m.
    Thanks James
  3. Natalie D angelo from Sharecare , April 25, 2014 at 4:25 p.m.
    Thank you James for the link.