Press Releases

May 27, 2014


Media professionals are collaborating more in their vendor selection


process and show increased desire for personalized media solutions


WESTLAKE VILLAGE, Calif.--(BUSINESS WIRE)--


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


    campaign




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


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


    decision.



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: http://go.conversantmedia.com/how-media-buying-really-works.html


For additional information, please contact
Jacqueline Brown at jacqueline.brown@edelman.com


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 www.conversantmedia.com


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.
jacqueline.brown@edelman.com


Source: Conversant, Inc.



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