Marketer inclusion of connected television into their media mixes is a curious tale. Gone are the days when campaigns can afford to waste countless impressions on the wrong audiences. Strained by an ever-increasing demand to drive measurable results for the businesses they represent, most marketers have flocked to highly targeted and measurable channels.
Historically, retail marketing has been viewed in two parts: online and in-store. However, the user journey is far more nuanced than this, as shopping has evolved into a true omnichannel experience. Now, marketers are scrambling to keep up.
When examining the customer journey, it is clear that cross device targeting is essential for any effective campaign. Indeed, a majority of senior marketers surveyed by the IAB earlier this year confirmed that cross-device audience recognition is an area that is getting considerable attention in 2018.
However, the targeting of those devices remains an area where advertisers are still seeking better solutions. In this pursuit, many advertisers are turning to a blended tactic, targeting both households and the consumers within.
In the realm of digital marketing, 2017 was nothing if not dramatic.
We saw programmatic become increasingly dominant. We saw newer innovations, such as Dynamic Creative Optimization and Programmatic Native, shake up the scene. We banded together to fight back, on behalf of our clients, against bot fraud and threats to brand safety. And we significantly expanded our partnership with Sizmek to help our clients stay strong, nimble, and competitive in a landscape defined by constant change.
As the digital ecosystem grows increasingly multi-faceted, it also becomes ever more networked and interconnected, with new relationships emerging between online and offline channels. Some of our most exciting current work navigates today’s fluid relationship between digital and physical consumer experiences.
At AUDIENCEX we are fully committed to the pursuit of exploring new technology solutions that will enhance and elevate the hundreds of campaigns that we run each month. Dynamic Creative is a powerful optimization tactic that we are now offering to our customers and that takes creative targeting for direct response campaigns to an entirely new level. Simply put, it presents the right message – expressed in the right way – to the right person and at the right time.
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.