COVID-related stay-at-home orders and the shift to work from home have completely changed the way audiences consume media, and there’s no doubt things will continue to evolve as new variants, hotspots, and policies change.
Ben Brenner, VP, Business Development & Strategy, recently discussed why diversifying your digital ad strategy across display, video, mobile, DOOH, OTT, and CTV is critical to surviving the ebbs and flows of today’s ever-changing trends and explains why putting all your eggs in one basket can be a risky play in advertising, especially given the recent volatility of the market. Top benefits for marketers who choose the right digital partner to help them diversify their strategy include:
Accurate measurement with direct attribution
Attribution technology is evolving in emerging media types, including out-of-home (OOH), streaming audio, and connected TV (CTV). What was once considered branding impressions can now become tangible and measurable KPIs like site visits, downloads, and sales.
Access to more granular insights
Having a partner with the ability to analyze across and within allows for brands and advertisers to maximize their ad spend for the highest return on investment. Having this level of direct attribution allows digital experts to see not only which platforms are working, but also which creative, publisher, or what time of day is driving results.
Bulk buying across more platforms
Working with a digital ad partner enables much greater flexibility and the advantage of lower pricing. Brands can make changes on the fly across platforms and publishers to gain the diversity that today’s dynamic market demands without the risk or the high cost.