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Create an audience obsessed digital media buying_practice
1. For Interactive Marketing Professionals August 15, 2012
Create An Audience-Obsessed Digital Media Buying Practice
Executive Overview: The Digital Media Buying Playbook
by Joanna O’Connell and Emily Riley
with Michael Greene and Elizabeth Komar
Why Read This Report
Digital media buying is undergoing seismic change. Where there were once legions of junior staff
managing relationship-based buys, there are now sophisticated real-time technologies. Participants across
all parts of the value chain are affected, from media buyers and agencies to vendors and publishers. The
digital media buying playbook helps marketers and media buyers understand the fundamental shifts that
are occurring and gives the reader a strategic road map and best practices for becoming an audience-
centric, multichannel, media-buying maven. This report includes how to get the most out of data, buying
platforms, and attribution measurement.
The Always Addressable Customer Requires Better Marketing
Marketers are faced with a new digitally connected customer, the always addressable customer. This group
already represents more than one-third of US and Western European online adults as well as two-thirds of
adults under the age of 40.1 These customers expect interactive media to work well all the time and on all
devices. In 2012, Forrester forecasts that US marketers will spend $12.9 billion on display marketing across
mobile, tablets, and PCs, while Western Europe will spend €4.8 billion.2 In addition, spending will increase
with a 20% compound annual growth rate (CAGR) over the next four years.3 Yet throwing more money
at fragmented, untargeted, labor-intensive digital media is futile. Always addressable customers demand
significantly better experiences now. They also have the power to abandon you if you don’t provide them
with what they want or need. They:
■ Ignore traditional marketing. Your customers don’t pay as much attention to your expensive TV ads
as they used to. In fact, 85% of US online adults who own and personally use a DVR or a DVR service
regularly fast-forward through commercials when watching recorded shows on their DVRs.4
■ Use digital as the center of their universe. No other media is as ubiquitous or powerful as digital
media, and always addressable customers access it all day long. Thirty-eight percent of US online
adults access the Internet from multiple physical locations multiple times a day, and 83% of US online
adults who recently purchased a product online began their research on a digital channel.5
■ Expect relevant messages. Always addressable customers are comfortable sharing data to get what
they want. This is especially true among younger consumers: 76% of adults ages 18 to 24 will share
their data if they feel clearly rewarded as a result.6
Headquarters
Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA, 02140 USA
Tel: +1 617.613.6000 • Fax: +1 617.613.5000 • www.forrester.com