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.