It’s no secret that we live in a world where every consumer is connected to multiple devices daily. In fact, the average household now has over seven active devices in use each day1. With an increase in consumers’ multi-device activity, agencies must vigorously deploy communications strategies with multi-channel marketing in the foreground.
The television remains the most prominent and influential screen in the home, and TV advertising is about to get a lot more sophisticated. If you have not explored Programmatic TV, here are three reasons why now is the time to do it.
Here at AUDIENCEX (and likely every agency that offers paid search) we often hear the concern from clients that paid search campaigns that bid on branded keywords are in effect “cannibalizing” clicks. Meaning, why should they pay for traffic that would otherwise occur “organically”?
It’s always tempting to see silo marketing tactics and see them as discrete efforts working in isolation. Treating each channel as its own island generally requires less analysis and lends itself to simpler conclusions (A+B = C) but cross channel analysis isn’t optional anymore and ignores the fact that customers often take a multi-channel path to conversion.
One simple example is the practice of audience segmentation which as an applied science has been taken to new heights by programmatic media buyers who use ever more precise targeting tools to refine audiences. They overlap targeting filters by time of day, geography, recent search behavior, sites visited, credit worthiness, and where they fall in the purchase funnel. Ecommerce and B2B marketers, in particular, may work with audiences of a few hundred or a few thousand if they find their targeting parameters yield highly engaged and highly profitable audiences.
- Search + Display – Finding Synergy in a Multi-Touch World
- Why 2017 Will Be the Biggest Year Yet for Programmatic TV
- AUDIENCEX key programmatic partner Rocket Fuel wins global DSP of the year award at GABBCON
- AUDIENCEX Introduces self-serve prospecting and re-marketing platforms
- Search Engine Synergy