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BizReport : Advertising archives : November 13, 2014

Expert: Expect cross-channel to be big in 2015

A few major topics have been dominating advertising trends over the last year - specifically cross-channel, native, programmatic and real-time bidding. Cross-device is one of the most prominent, with consumers constantly switching from desktop to mobile to tablet throughout their day. According to one expert brands with cross-device and cross-channel strategies could fare well in the new year.

by Kristina Knight

Smartphones and tablets, social networks, online newspaper, content and video sites. From their PCs and laptops to hand-held devices and smart television sets, consumers have a variety of ways to connect with the world around them and plenty of content to choose from. According to one expert this is why brands need to look not just to mobile or video but across channels and devices to connect.

"For the past couple of years, there's been a deep focus on mobile, but mobile-only providers will be left behind as brands start to see more value behind cross-channel strategies to effectively target their desired audiences," said Eric Bosco, ChoiceStream CEO. "Recent reports show that more than a third of marketers find it important to integrate across all channels; the problem however continues to be around measurement. We can expect to see more cross channel talk in the coming years as companies continue to build out reliable measurement and accurate tracking methods to further entice marketers to continue spreading their spend across all devices."

This is one reason programmatic, or real-time bidding, strategies have become so popular. Advertisers and brands can better control costs while still appealing to a targeted audience demographic.

"Marketers looking to succeed in programmatic next year should re-evaluate their current programmatic partners and determine if all of their specific campaign needs are being met. If advertisers see room for improvement in their 2014 results, they need to consider establishing partnerships with multiple vendors who specialize in programmatic, and who can provide full-service campaign development along with open communication and complete transparency," said Bosco. "Ultimately, to make the most of their programmatic campaigns, marketers need to establish a clear understanding of success with their vendors and then work collaboratively with their chosen partners to deliver on those goals."

Image via Shutterstock

Tags: advertising, ChoiceStream, cross channel advertising, ecommerce

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