Press Releases

August 21, 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. (NASDAQ: 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.



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


Source: ValueClick Media & Greystripe



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