How the media buying process really works – study

By / Sally Hooton / In In the News /

Cross-device and measurement are top of mind for media buyers in Europe, research shows.

Media professionals are collaborating more in their vendor selection process and show increased desire for personalised media solutions, finds digital marketing specialist, Conversant – which has released a study giving insight into the planning and buying processes for digital media across the UK, France and Germany.

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 (94 per cent) media professionals surveyed used display in the last year. Mobile and video also showed very strong adoption, at 90 per cent and 76 per cent respectively.
While just a few years ago social media led buyer interest, the topic has fallen significantly in the rankings in favour of cross-device and measurement.

Oded Benyo (pictured), president of Conversant Europe, said: “The agency media landscape is highly competitive and highly collaborative, with professionals demanding more from their media spend.

“They are increasingly turning to companies to provide true cross-device marketing. Professionals are no longer looking for cross-platform campaigns, they’re looking for fully integrated, cross-device delivery to identify consumers and target them individually.”

Media professionals all agree on cross-device advertising

Of the media professionals surveyed, many expressed interest in learning more about topics including personalised creative and mobile advertising. However, cross-device advertising was a common theme, as the topic was among the top two areas of interest for professionals in France, Germany and the UK.

UK responded highest to cross-device and mobile advertising, representing 69 percent and 62 per cent respectively
Respondents in France were most interested in measurement/attribution and cross-device advertising, at 56 per cent and 40 per cent respectively
62 per cent of respondents in Germany favoured cross-device advertising, followed by 56 per cent for mobile advertising

Other key findings of the study, conducted in Q3 2014 by independent research company, Research Now, include:

Digital spending in the UK trended 10x higher than that in France
The highest number of RFPs were distributed in Germany
Most buyers said the vendor decision process is a highly collaborative one, with many agency staffers and multiple levels contributing to the decision.

The study was among media professionals at large and mid-sized agencies. A total of 306 respondents completed the full survey. The full study, ‘How the Media Buying Process Really Works,‘ can be downloaded here.

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Author: Sally Hooton

Editor at The GMA | www.the-gma.com

Trained as a journalist from the age of 18 and enjoying a long career in regional newspaper reporting and editing, Sally Hooton joined DMI (Direct Marketing International) magazine as editor in 2001. DMI then morphed into The GMA, taking her with it!