We recently came across an interesting report titled “The Case For Multi-Channel Programmatic Advertising” by Advertiser Perceptions. We know that programmatic advertising offers a variety of benefits, but the report also added context around where Programmatic fits into an advertisers playbook, and things they can do to “win” across the channel. As a refresher, Programmatic advertising is a process in which software is used to buy online advertising inventory, often with very specific demographic, behavioral and/or contextual targeting parameters in place. Formats include: display video, connected TV (CTV), in-game advertising, and digital out-of-home (DOOH).
Investment in programmatic spending is continuing to grow significantly, with 40% of advertisers expect to increase their programmatic spend over the next 12 months. According to the study, advertisers increased their investment because of a better return on investment.
When it comes to Programmatic investment, there are many benefits to using a multi-channel strategy. For example, it creates multiple points of contact throughout the entire marketing funnel. Two out of five advertisers believe multi-channel advertising is extremely important in reaching upper and lower level goals. Other benefits include extending reach or scale, greater opportunities for brand awareness, and reaching consumers on preferred channels.
While multi-channel is the preferred approach, it was found that 51% of respondents said that measuring goals across channels is one of the greatest challenges in Programmatic advertising. The use of a multi-channel strategy within one platform allows for clear, consistent data across all channels. What can marketers do to enable a multi-channel Programmatic strategy, while being mindful of measurement challenges?
- Use a Mix of Complimentary Channels: Using a mix of complimentary channels will increase the percentage of the total target audience that you can reach. For example, your Display ads will likely reach different customers than your CTV ads.
- Capture Full Funnel: Capturing the full funnel allows consumers to be guided from prospecting to purchase. In terms of upper-funnel goals, advertisers prefer CTV and in-game advertising while for lower-funnel goals, they turn to social and display retargeting ads.
- Repurpose Content: Approximately, 33% of respondents stated that running ads on various channels requires different creative assets. The solution to reducing this stress is to use repurposed content, such as stills from video ads for display purposes.
- Work With a Partner: Find a Programmatic advertising platform that has access to multi-channel inventory, this will unlock a single dashboard for consolidated metric reporting and campaign management. It’s crucial for advertisers to have a strong DSP partner that can find, track, and share the metrics that are most important for their campaigns and ultimately their business.
Looking for strategy assistance in the world of programmatic advertising? Schedule a consultation with us to discuss how we can help your brand or company, or shoot an email to Contact@gobrandverge.com and we will be in touch!