62% of advertisers believe multichannel campaigns achieve or exceed KPIs at least most of the time. So why is this approach crucial for reaching today’s consumers? A new report explores its benefits across the full funnel, and more.
With consumers now active across various channels and devices, a multichannel advertising strategy is crucial in today’s programmatic landscape. What’s more, half of UK advertisers believe it is ‘extremely important’ in achieving both upper and lower funnel goals.
That’s according to a new report from StackAdapt and Ad Perceptions, which surveyed 100 UK agencies and brand decision makers with an annual programmatic budget of over £400k, to gain insight into the trends, challenges and opportunities of multichannel advertising.
The report explores:
How to find opportunities and overcome the challenges of multichannel advertising.
Why video, connected TV, in-game advertising and digital out-of-home are proving to be top channels for driving multichannel advertising success.
How different channels can achieve different goals at different stages of the funnel.
Best practices to start integrating multichannel advertising into your digital strategy.
The study found that 72% of advertisers plan to increase their spend in programmatic over the next 12 months, citing expanded campaigns, increased budgets and better ROI/performance as top reasons for doing so.
It also reveals that social media (81%), digital display (76%) and digital video (74%) are the most widely used channels for multichannel campaigns. The top benefits of a multichannel approach are extended reach, increased awareness, the ability to reach consumers on their preferred channel, and better return on investment (ROI).
While it’s clear that a multichannel approach can help advertisers cover the entire funnel, there are still difficulties when it comes to measuring goals across different channels, and developing bespoke creative for them all. But with consolidated reporting through a single platform, and optimized targeting that mimics the customer journey across multiple channels, advertisers can achieve and exceed their campaign goals.