December 09, 2010 08:00 ET

Industry Advertising Survey Marks 'Seismic Shift' to Digital in 2011

NEW YORK, NY--(Marketwire - December 9, 2010) -  Today at the luncheon keynote from DIGIDAY:ONMEDIA, Mike Baker, CEO of DataXu (, the leading media management platform for digital advertisers, will present the results of their Digital Advertising State of the Industry Survey developed by DIGIDAY. The Survey drew responses from 426 advertisers, agencies and publishers who shared their insight into the seismic shift transforming the world of advertising.

Survey highlights include:

  • Rapid pace of digital migration with more than 70% of all agency respondents saying they'll include mobile, online video and display in their 2011 campaign RFPs
  • Largest intended decrease in Ad Network spend at 41%, with largest intended increase to Demand Side Platforms at 34%
  • 91.4% of advertisers and agencies view digital as very effective for brand campaigns

"You might have thought you knew your target audiences before, but with all of these connected devices, consumer behavior is changing, and it's a lot harder to find them. The shift fundamentally changes the business of advertising: how it's bought and sold, how audiences are discovered, and how we engage with consumers," says Mike Baker, president and CEO of DataXu. On top of that, "a subtle shift caused by digital migration is that buyers are demanding more measureable performance from their ad dollars."

"We took a deep look at how advertisers are buying digital media to reach this audience -- and what they expect from the various channels and technologies at their disposal," said Melinda Gipson, DIGIDAY publisher and research director. "What we found is a group of professionals who are very interested in using digital for branding, but at the same time, they are asking for greater proof of performance." Baker has coined the term "branded performance" to refer to the higher expectations brand advertisers have for interactive media, and it's this construct that guided much of the ONMEDIA study, she added.

Baker will present the results of this comprehensive look at the seismic shifts in advertising as perceived by industry thought leaders in a luncheon presentation at 12:30 EST, which will be live-streamed via DIGIDAY's ONMEDIA USTREAM channel and simultaneously available at

The State of the Industry White Paper is available at

About DataXu
DataXu provides the leading real-time media management platform for digital advertising campaigns across online, mobile and video channels. With a transformative approach to digital advertising -- combining automated media buying, optimization and analytics -- DataXu helps brands and their agencies use dynamic ad decisioning intelligence for the highest media effectiveness, better operational efficiencies and unique consumer insights. DataXu's executive team unites leading executives in digital media with MIT technologists. DataXu is headquartered in Boston, Massachusetts, and is backed by Atlas Venture, Flybridge Capital Partners and Menlo Ventures. For more information, visit or follow us on Twitter at @dataxuinc.

About DIGIDAY: DIGIDAY publishes DIGIDAY:DAILY, a daily newsletter on emerging media and its impact on media and marketing, and holds regular one-day conferences to help practitioners in this industry forge strategies and execute tactics that fully leverage innovation for their clients. A full list of DIGIDAY conferences is available here. A full year of State of the Industry white papers, conducted in association with these events, is available to members in our knowledge base, Press access is available on request.

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