Programmatic advertising is on the rise. According to Statista, the European digital advertising market is expected to exceed $152 billion (£123 billion) by 2027, with programmatic accounting for 82 percent of digital advertising revenue. The growing adoption of digital channels is due in part to increased programming options that include measurement and reporting tools. As a result, marketers expect to spend more on their programmatic campaigns, allowing for larger campaigns with larger budgets and better return on investment (ROI).
There are many different channels and formats that marketers can use in programmatic advertising, but the most common are native, display, video, connected television (CTV), audio, in-store advertising, gaming, and digital out-of-home advertising. (SOUL). )
In a multi-channel strategy, a combination of additional channels can be used instead of a single channel. This increases the software company's share of the overall target audience. An omnichannel strategy is increasingly important in today's programmatic landscape as consumers interact across multiple channels and devices.
The broadest strategy helps advertisers reach users through the digital channels where they spend time, which are ubiquitous.
Media agencies use almost every type of media in their campaigns more often than marketers. But digital video and signage are the most common channels for cross-promotion, along with social media. To run programmatic campaigns, brands and companies typically partner with a programmatic platform or agency that specializes in programmatic advertising. These platforms, called demand-side platforms (DSPs), are digital advertising programs that offer advertisers the ability to purchase ad placements online and in real-time.
With the advent of programmatic advertising, advertisers are looking for integrated targeting approaches. A multi-channel strategy supports this and helps advertisers reach users through the digital channels where they spend their time, which are ubiquitous. Let's look at three trends that create successful omnichannel campaigns.
1. Multichannel campaigns raise awareness
Thanks to the complex campaign, brands, products and services are more represented in different channels. By creating a consistent message across these channels, advertisers can constantly remind users of their offers, which moves visitors closer to conversion and helps increase brand awareness.
Additionally, advertisers increase their chances of reaching their audience on their preferred channel. Some consumers may not be interested in a display ad, but hearing an ad through an audio program may grab their attention. A broadest campaign ensures that the advertiser reaches them through the medium that best suits their target audience.
2. Omnichannel campaigns are effective throughout the funnel
Omnichannel campaigns cover the entire funnel, creating multiple touch points for your target audience. For advertisers, this means more acquisition opportunities.
When developing a multi-channel strategy, advertisers must ensure a cross-channel reach that moves visitors from discovery to conversion. Social media, digital video and linear TV are commonly used to drive awareness, and search is a key channel to drive sales. CTV, in-game advertising and DOOH are great channels for early funnel campaigns.
A consistent brand presence across multiple channels and devices will help users move further down the funnel and achieve the desired conversion goal. With the right mix of channels, you can reach users wherever they are in the conversion process.
3. Multichannel campaigns are key to retargeting
A retargeting strategy allows advertisers to show users online ads based on their previous goal-based actions. Especially when combined with a multi-channel strategy, this is an important strategy for moving users down the funnel to a desired conversion or other action.
Native and display are common ad retargeting channels. For example, after running a multi-channel campaign with CTV, in-game and programmatic audio, advertisers can retarget interested audiences with HTML5 display ads. These ads allow them to deliver personalized content related to what the user is viewing
Omnichannel campaigns enable users to be engaged across the entire marketing funnel, thereby increasing advertiser awareness, market readiness and willingness to buy. These campaigns allow marketers to exceed their goals. brands can design campaigns along the customer journey, reach people at different stages of purchase, and provide more complete metrics.
In today's digital landscape, where consumers actively interact across multiple channels and devices, the most comprehensive strategy is a smart move. According to a research report by Advertiser Perceptions, more than half of UK advertisers who implemented a multi-channel advertising strategy saw increases in reach, awareness and engagement. The report also found that 47% of advertisers saw a good return on investment.
With the variety of devices and channels used by audiences today, it is critical for advertisers to take a holistic approach to targeting. This allows them to effectively reach their target audience across multiple platforms and ensure a strong presence wherever their target audience is located.
For more expert insights on multichannel advertising, download the report.
Matthew Thomas is StackAdapt's Sales Manager, EMEA.
