New Research Shows Brands Want Cross-Device Campaigns, Not Just Mobile

Mobile advertising has blown up quickly the last few years and despite all the hype, mobile is not the only platform brands are focused on. The video ad company Jun Group took on the boring task of looking at over 300 request for proposals from the past 3 years from media agencies, brands and entertainment companies. Within all of those RFPs, they did find some attention-grabbing data that shows the number of advertisers wanting their campaigns be cross-device campaigns (phones, tablets and desktop) has gone up 270% since 2012.
Along with Jun Group’s findings of an increase in requests for cross-device campaigns, they also found a decrease in requests for mobile-only and mobile optional campaigns—down 9% in 2012 to 0% in 2014. “Advertisers know that their customers are consuming content on multiple devices, and they are now more inclined to buy media across screens, rather than on one or the other,” said Mitchell Reichgut, CEO of Jun Group.
Furthermore, brands are beginning to shift their priorities by wanting traffic driven more to their own site over social media pages and also want third-party ad verification. According to Jun Group, “the number of campaigns requiring social actions – such as likes, follows, or shares – declined by a third from 2012, going from 38.4% to 22.9%,” and 24% of brands required traffic driven to their sites.
As for third-party ad verification, it’s slowly picking up steam for brands as a priority. There was a 69% increase of campaigns requiring third party studies and this was from 14.1% of the RFPs in 2012 to 24% the RFPs in 2014. This may change over the next few years because of the recent industry buzz about ad fraud.
Jun Group’s research shows that brands are not wanting to focus on just one platform because consumers are not just using one platform.

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Tags: advertising brands cross-device campaigns jun group social media third-party ad verification traffic