One-third of digital media budgets will be allocated to cross-device campaigns this year, up from 24 percent last year and 19 percent in 2011, according to a new report from ValueClick Media and Greystripe.
The spend on cross-device campaigns that target the same users across smartphone, tablet and laptop devices is growing as marketers discover their effectiveness, with 75 percent saying they have seen increased effectiveness with cross-device campaigns. The study is based on a survey of 201 media buyers who spent at least $1 million on digital advertising and $500,000 on mobile advertising in the past 12 months.
“Consumers are living in a cross-device world,” said Kurt Hawks, general manager for Greystripe, San Francisco. “They’re jumping across PCs, smartphones and tablets to complete an activity, and therefore, marketing efforts need to reflect cross-device consumer behavior.