Cross-Device Advertising Growing in 201414 May, 2014 By: Doug McPherson
WESTLAKE VILLAGE, Calif. – A report from digital marketing firm Conversant says 59 percent of U.S. senior-level marketers and agency decision-makers say they plan to use cross-device digital advertising this year, up from 41 percent in 2013.
The study also finds 70 percent of media pros want to know more about cross-device advertising, followed by 64 percent who want more information on measurement and attribution; 61 percent, mobile advertising; 61 percent, better returns from real-time bidding (RTB); 45 percent, video advertising; and 41 percent, social advertising.
Nearly all (97 percent) report using display advertising in the past year. Mobile and video also showed heavy adoption at 89 percent and 86 percent, respectively. Social followed at No. 4 with 80 percent. Buyers in charge of larger budgets show a stronger interest in mobile, video and social, compared with buyers who spent less than $5 million.
Respondents say video spending will continue to grow and will play a dominant role in digital marketing this year. More than 60 percent of marketers plan to use it in their strategies, which will make video the leading channel for 2014.
Both brand and agency leaders expect digital marketing budgets to continue to grow in 2014. But as marketers and agencies become more knowledgeable about digital and “what works” for their audiences, they are planning to consolidate spending across fewer, proven channels, with a smaller share of spend going to novel but unproven tactics.