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Cross-Device Advertising a Hot Topic in 2014

Social advertising lags behind display, mobile and video

May 9, 2014 | Advertising & Marketing

As consumers switch between multiple devices daily, advertisers are looking to cross-device advertising to track and target users across channels. According to data released in February 2014 by Conversant, 59% of US senior-level marketers and agency decision-makers cited cross-device advertising as a digital channel they planned to use this year. This trailed second-place video by just 2 percentage points.

Digital Advertising Topics that US Agency Media Professionals Would Like to Know More About in 2014 (% of respondents)

But to integrate cross-device advertising into their ad mix, industry professionals need to know what they’re dealing with, and more recent polling conducted by Bovitz for Conversant found respondents looking to improve their knowledge about the topic this year. Cross-device advertising was the top advertising trend industry professionals were hoping to learn more about in 2014, cited by seven in 10 US agency media professionals in the survey.

Media Channels Used by US Digital Media Buyers, by Annual Digital Spending Level, Jan 2014 (% of respondents)

Social advertising ranked lowest among digital ad trends respondents were interested in learning about (41%), possibly due to the fact that they’d had several years to investigate the topic. However, the study also found that social was the media channel used least by US digital media buyers, cited by eight in 10 respondents.

Display ruled among media channels, used by nearly all respondents. Mobile, which ranked third among digital ad topics that US agency and media professionals were interested in learning about, was used by nearly nine in 10.

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