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HOW THE
MEDIA BUYING
PROCESS REALLY
WORKS
A Research Study From Conversant
TM
SM
HOW THE MEDIA BUYING
PROCESS REALLY WORKS
A RESEARCH STUDY FROM CONVERSANT
2
This study, conducted in January, 2014, solicited information
and opinions from agency digital media professionals at
all levels, from large - and mid-tier agencies nationwide.
Respondents were asked to provide insight in the planning
and buying processes for digital media.
For the “buy side” media professional, this study provides
a benchmark for the processes currently in place for their
organization as compared to those used in the broader
industry. Understanding roles and processes can help to
improve decision making and streamline efforts for greater
effectiveness and efficiency.
Table of Contents
3
EXECUTIVE SUMMARY
SPENDING AND CHANNEL TRENDS
RFP PROCESS
VENDOR DECISION PROCESS
PERSONALIZATION: THE HOT TOPIC
“HOT BUTTON” TOPICS
PREFERRED SOURCES OF INDUSTRY INFORMATION
METHODOLOGY	
4
5
6
7
8
9
10
11
Digital media planning and buying is an increasingly complex process,
posing significant challenges and opportunities for buyers and sellers
alike. Digital budgets continue to grow at double digit rates, and
increasing adoption of mobile and video are apparent, especially
among those brands spending greater than $5M annually.
As pressure mounts to get more and more value from every dollar
spent, agency media professionals say they are RFPing large numbers
of potential partners. Further, the process of final media partner
selection is highly collaborative; most agency professionals say
that media and partner selection are the result of collaborations
with people at all experience levels in the organization.
Personalized media continues to capture strong industry attention. Almost
half of the media professionals surveyed said that a vendor that offers
personalized media would warrant greater consideration from their teams.
Cross-device and measurement/attribution are the topics
that buyers are most interested in learning more about.
Regardless of level, virtually all of our media pros say they look to multiple
trade journals for industry news and ideas. While venerable players like
Ad Age and Adweek continue to be the most popular sources of industry
news among this audience, eMarketer also shows remarkable popularity.
EXECUTIVE SUMMARY
4
DISPLAY REMAINS THE MOST UTILIZED
CHANNEL, BUT VIDEO AND MOBILE
SHOW STRONG ADOPTION
Virtually all of the media professionals surveyed reported using Display in
the past year – 97%. Mobile and Video also showed very strong adoption,
at 89% and 86% respectively. Video’s strong adoption reflects the strong
growth in “branding” spend in digital. Social comes in fourth at 80%. Buyers
in charge of larger budgets show stronger interest in Mobile, Video and
Social than buyers who spent less than $5M.
DIGITAL SPENDING
EXPECTED TO CLIMB AT A
DOUBLE DIGIT CLIP
Respondents were asked to provide information on
the amount that they spent/managed in 2013 and
what they expected to spend in 2014. Results showed
continued double digit industry growth, though
somewhat lower than the 15-20% growth the industry
used to experience. Naturally this lower percentage
increase is a function of the larger spending base today,
coupled with the continued focus on driving better
results from existing programs and investments.
2013 actual digital spend and 2014
expected spend ($Millions)
Percent of digital buyers using
these media channels in 2013
2013
$8.90
$10
2014
12%
Expected
Spending Growth
$12
$10
$8
$6
$4
$2
$0
	DISPLAY	 97% 970=
		96% 960=
		98%980=
	
	 MOBILE	 89% 890=
		85% 850=
		93% 930=
	VIDEO	 86% 860=
		78% 780=
		93% 930=
	 SOCIAL	 80% 800=
		74% 740=
		85% 850=
TOTAL
SPENDERS OF
<$5M ANNUALLY
SPENDERS OF
>$5M ANNUALLY
5
MANY POTENTIAL PARTNERS
ARE RFPD
FOR NEW CAMPAIGNS
Respondents reported RFPing an average of 10 companies for a new
campaign, though the number varied widely across respondents.
Perhaps not surprisingly, media professionals with larger budgets
tend to RFP more companies. Among those spending less than $5M
in digital, the most common number of companies to RFP for a new
campaign was 1-5 (38%). Among those spending more than $5M,
the most common number of RFPd vendors was 6-10 (35%) followed
by 11-20 (30%).
NUMBER OF COMPANIES USUALLY RFPD
FOR A NEW CAMPAIGN
9
Average number of
companies RFPd
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
TOTAL
SPENDERS
OF <$5M
SPENDERS
OF >$5M
6%
27%
38%
17%
34% 33%
35%
23%
15%
30%
10%
4%
15%
10%
3%
NO RFP’S 1 TO 5 6 TO 10 11 TO 20 21+
6
“What is your role in the selection of digital media?”
MANY “DECIDERS”,
NOT JUST ONE
Our respondents reported that the selection of digital media providers is a collaborative process
spanning all levels in the agency team. Respondents at all levels agreed on this general concept.
This indicates that the myth of the all powerful single agency decision maker is largely just
that – a myth. Far more common is the team-driven decision making approach that emphasizes
the expertise and efforts of individuals across the agency “pod”.
I am the sole
decision maker
I am the primary
decision maker,
but collaborate
with others
I am one of several
decision makers
I play a small role in
decision making
6+3+26+65
Buyer/Planner Respondents
5+5+39+51
AMD and Higher Respondents
6+3+34+57
All Respondents
57% 52% 65%
6% 5% 6%3% 4% 3%
34% 38% 26%
7
STRONG AGREEMENT
ON THE DEFINITION OF
“PERSONALIZED MEDIA”
When asked about the definition of “personalized
media,” 80% said that the term denotes individualization
of BOTH creative and media.
PERSONALIZED MEDIA IS A
PASSION POINT
Almost half of media professionals agree that they would
be more likely to consider a vendor that offers personalized
media solutions. Only 1% say that they would be less
interested in considering such a potential partner.
“Personalized creative and media that are
tailored to the specific behaviors and interests of
each individual in your target audience”
“Would you be more or less likely to consider
a media provider that offered “personalized
media” for future campaigns?”
of media
professionals
agree
1+12+49+38
More likely
About the same
Less likely
Don’t know
1%
12%
49%
38%
8
CROSS-DEVICE AND
MEASUREMENT/ATTRIBUTION
ARE THE MOST POPULAR TOPICS OF INTEREST
Media professionals are interested in learning more about a variety of topics, chief among them
cross-device/mobile, measurement and RTB optimization. While just a few years ago, social
led buyer interest lists, this topic has fallen significantly in the rankings.
“Digital is constantly changing and it can be hard to keep up
with the latest trends and platforms. Which of the following
topics would you like to know more about in 2014?”
70%
64%
61%
55%
45%
41%
75%
70%
65%
60%
55%
50%
45%
40%
35%
CROSS-DEVICEADVERTISING
MEASUREMENT
ANDATTRIBUTION
MOBILE
ADVERTISING
GETTINGBETTER
RESULTSFROMRTB
VIDEO
ADVERTISING
SOCIAL
ADVERTISING
9
MEDIA PROFESSIONALS
RELY ON MULTIPLE SOURCES
FOR INDUSTRY INFORMATION
Ad Age, Adweek, Mashable and MediaPost are the most popular trade journals among media
professionals. Research and insights provider eMarketer’s daily posts attract a very large
following among both junior and senior level agency professionals - an indication of the strong
market desire for solid data on the changing landscape.
Percentage of agency media professionals who
consume the following sources of industry information.
(All professionals v. individuals at director-level and higher.)
	 AD AGE	 83% 830=
	ADWEEK	 73% 730=
	EMARKETER	 53% 530=
	MASHABLE	 51% 510=
	MEDIAPOST	 49% 490=
	DIGIDAY	 29% 290=
	 TECH CRUNCH	 27% 270=
	 BUSINESS INSIDER	 25% 250=
	 IAB SMARTBRIEF	 20% 200=
	 IMEDIA CONNECTION	 11% 110=
	 AD EXCHANGER	 11% 110=
	ALLTHINGSD	 11% 110=
	CLICKZ	 11% 110=
	 MARKETING PROFS	 4% 40=
	OTHER	 3% 30=	
	ADOTAS	 2% 20=
	DMNEWS	 2% 20=
	 SHOPPER MARKETING	 2% 20=
	 AD AGE	 85% 850=
	ADWEEK	 73% 730=
	MEDIAPOST	 68% 680=
	EMARKETER	 64% 640=
	MASHABLE	 42% 420=
	 IAB SMARTBRIEF	 35% 350=
	DIGIDAY	 31% 310=
	 TECH CRUNCH	 31% 310=
	 BUSINESS INSIDER	 28% 280=
	 IMEDIA CONNECTION	 26% 260=
	CLICKZ	 20% 200=
	ALLTHINGSD	 17% 170=
	 AD EXCHANGER	 14% 140=
	 MARKETING PROFS	 10% 100=
	DMNEWS	 7% 70=
	 SHOPPER MARKETING	 4% 40=
	ADOTAS	 3% 30=
	 OTHER	 3% 30=
TOTAL MEDIA DIRECTOR +
10
METHODOLOGY
Conversant commissioned Bovitz, Inc. (www.bovitzinc.com) to conduct a study of
agency media professionals at large and midsize agencies. The survey was conducted
in January, 2014. Respondents at all experience levels were included in the sample. The
questionnaire, which was administered online and via mobile, took approximately 10
minutes to complete. Respondents were offered compensation to complete the survey.
A total of 652 respondents completed the full survey.
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
Copyright 2014 Conversant, Inc. All Rights Reserved.11

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Conversant how the media buying process really works

  • 1. HOW THE MEDIA BUYING PROCESS REALLY WORKS A Research Study From Conversant TM SM
  • 2. HOW THE MEDIA BUYING PROCESS REALLY WORKS A RESEARCH STUDY FROM CONVERSANT 2 This study, conducted in January, 2014, solicited information and opinions from agency digital media professionals at all levels, from large - and mid-tier agencies nationwide. Respondents were asked to provide insight in the planning and buying processes for digital media. For the “buy side” media professional, this study provides a benchmark for the processes currently in place for their organization as compared to those used in the broader industry. Understanding roles and processes can help to improve decision making and streamline efforts for greater effectiveness and efficiency.
  • 3. Table of Contents 3 EXECUTIVE SUMMARY SPENDING AND CHANNEL TRENDS RFP PROCESS VENDOR DECISION PROCESS PERSONALIZATION: THE HOT TOPIC “HOT BUTTON” TOPICS PREFERRED SOURCES OF INDUSTRY INFORMATION METHODOLOGY 4 5 6 7 8 9 10 11
  • 4. Digital media planning and buying is an increasingly complex process, posing significant challenges and opportunities for buyers and sellers alike. Digital budgets continue to grow at double digit rates, and increasing adoption of mobile and video are apparent, especially among those brands spending greater than $5M annually. As pressure mounts to get more and more value from every dollar spent, agency media professionals say they are RFPing large numbers of potential partners. Further, the process of final media partner selection is highly collaborative; most agency professionals say that media and partner selection are the result of collaborations with people at all experience levels in the organization. Personalized media continues to capture strong industry attention. Almost half of the media professionals surveyed said that a vendor that offers personalized media would warrant greater consideration from their teams. Cross-device and measurement/attribution are the topics that buyers are most interested in learning more about. Regardless of level, virtually all of our media pros say they look to multiple trade journals for industry news and ideas. While venerable players like Ad Age and Adweek continue to be the most popular sources of industry news among this audience, eMarketer also shows remarkable popularity. EXECUTIVE SUMMARY 4
  • 5. DISPLAY REMAINS THE MOST UTILIZED CHANNEL, BUT VIDEO AND MOBILE SHOW STRONG ADOPTION Virtually all of the media professionals surveyed reported using Display in the past year – 97%. Mobile and Video also showed very strong adoption, at 89% and 86% respectively. Video’s strong adoption reflects the strong growth in “branding” spend in digital. Social comes in fourth at 80%. Buyers in charge of larger budgets show stronger interest in Mobile, Video and Social than buyers who spent less than $5M. DIGITAL SPENDING EXPECTED TO CLIMB AT A DOUBLE DIGIT CLIP Respondents were asked to provide information on the amount that they spent/managed in 2013 and what they expected to spend in 2014. Results showed continued double digit industry growth, though somewhat lower than the 15-20% growth the industry used to experience. Naturally this lower percentage increase is a function of the larger spending base today, coupled with the continued focus on driving better results from existing programs and investments. 2013 actual digital spend and 2014 expected spend ($Millions) Percent of digital buyers using these media channels in 2013 2013 $8.90 $10 2014 12% Expected Spending Growth $12 $10 $8 $6 $4 $2 $0 DISPLAY 97% 970= 96% 960= 98%980= MOBILE 89% 890= 85% 850= 93% 930= VIDEO 86% 860= 78% 780= 93% 930= SOCIAL 80% 800= 74% 740= 85% 850= TOTAL SPENDERS OF <$5M ANNUALLY SPENDERS OF >$5M ANNUALLY 5
  • 6. MANY POTENTIAL PARTNERS ARE RFPD FOR NEW CAMPAIGNS Respondents reported RFPing an average of 10 companies for a new campaign, though the number varied widely across respondents. Perhaps not surprisingly, media professionals with larger budgets tend to RFP more companies. Among those spending less than $5M in digital, the most common number of companies to RFP for a new campaign was 1-5 (38%). Among those spending more than $5M, the most common number of RFPd vendors was 6-10 (35%) followed by 11-20 (30%). NUMBER OF COMPANIES USUALLY RFPD FOR A NEW CAMPAIGN 9 Average number of companies RFPd 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% TOTAL SPENDERS OF <$5M SPENDERS OF >$5M 6% 27% 38% 17% 34% 33% 35% 23% 15% 30% 10% 4% 15% 10% 3% NO RFP’S 1 TO 5 6 TO 10 11 TO 20 21+ 6
  • 7. “What is your role in the selection of digital media?” MANY “DECIDERS”, NOT JUST ONE Our respondents reported that the selection of digital media providers is a collaborative process spanning all levels in the agency team. Respondents at all levels agreed on this general concept. This indicates that the myth of the all powerful single agency decision maker is largely just that – a myth. Far more common is the team-driven decision making approach that emphasizes the expertise and efforts of individuals across the agency “pod”. I am the sole decision maker I am the primary decision maker, but collaborate with others I am one of several decision makers I play a small role in decision making 6+3+26+65 Buyer/Planner Respondents 5+5+39+51 AMD and Higher Respondents 6+3+34+57 All Respondents 57% 52% 65% 6% 5% 6%3% 4% 3% 34% 38% 26% 7
  • 8. STRONG AGREEMENT ON THE DEFINITION OF “PERSONALIZED MEDIA” When asked about the definition of “personalized media,” 80% said that the term denotes individualization of BOTH creative and media. PERSONALIZED MEDIA IS A PASSION POINT Almost half of media professionals agree that they would be more likely to consider a vendor that offers personalized media solutions. Only 1% say that they would be less interested in considering such a potential partner. “Personalized creative and media that are tailored to the specific behaviors and interests of each individual in your target audience” “Would you be more or less likely to consider a media provider that offered “personalized media” for future campaigns?” of media professionals agree 1+12+49+38 More likely About the same Less likely Don’t know 1% 12% 49% 38% 8
  • 9. CROSS-DEVICE AND MEASUREMENT/ATTRIBUTION ARE THE MOST POPULAR TOPICS OF INTEREST Media professionals are interested in learning more about a variety of topics, chief among them cross-device/mobile, measurement and RTB optimization. While just a few years ago, social led buyer interest lists, this topic has fallen significantly in the rankings. “Digital is constantly changing and it can be hard to keep up with the latest trends and platforms. Which of the following topics would you like to know more about in 2014?” 70% 64% 61% 55% 45% 41% 75% 70% 65% 60% 55% 50% 45% 40% 35% CROSS-DEVICEADVERTISING MEASUREMENT ANDATTRIBUTION MOBILE ADVERTISING GETTINGBETTER RESULTSFROMRTB VIDEO ADVERTISING SOCIAL ADVERTISING 9
  • 10. MEDIA PROFESSIONALS RELY ON MULTIPLE SOURCES FOR INDUSTRY INFORMATION Ad Age, Adweek, Mashable and MediaPost are the most popular trade journals among media professionals. Research and insights provider eMarketer’s daily posts attract a very large following among both junior and senior level agency professionals - an indication of the strong market desire for solid data on the changing landscape. Percentage of agency media professionals who consume the following sources of industry information. (All professionals v. individuals at director-level and higher.) AD AGE 83% 830= ADWEEK 73% 730= EMARKETER 53% 530= MASHABLE 51% 510= MEDIAPOST 49% 490= DIGIDAY 29% 290= TECH CRUNCH 27% 270= BUSINESS INSIDER 25% 250= IAB SMARTBRIEF 20% 200= IMEDIA CONNECTION 11% 110= AD EXCHANGER 11% 110= ALLTHINGSD 11% 110= CLICKZ 11% 110= MARKETING PROFS 4% 40= OTHER 3% 30= ADOTAS 2% 20= DMNEWS 2% 20= SHOPPER MARKETING 2% 20= AD AGE 85% 850= ADWEEK 73% 730= MEDIAPOST 68% 680= EMARKETER 64% 640= MASHABLE 42% 420= IAB SMARTBRIEF 35% 350= DIGIDAY 31% 310= TECH CRUNCH 31% 310= BUSINESS INSIDER 28% 280= IMEDIA CONNECTION 26% 260= CLICKZ 20% 200= ALLTHINGSD 17% 170= AD EXCHANGER 14% 140= MARKETING PROFS 10% 100= DMNEWS 7% 70= SHOPPER MARKETING 4% 40= ADOTAS 3% 30= OTHER 3% 30= TOTAL MEDIA DIRECTOR + 10
  • 11. METHODOLOGY Conversant commissioned Bovitz, Inc. (www.bovitzinc.com) to conduct a study of agency media professionals at large and midsize agencies. The survey was conducted in January, 2014. Respondents at all experience levels were included in the sample. The questionnaire, which was administered online and via mobile, took approximately 10 minutes to complete. Respondents were offered compensation to complete the survey. A total of 652 respondents completed the full survey. 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 Copyright 2014 Conversant, Inc. All Rights Reserved.11