As programmatic becomes increasingly complex and brands strive to reach target audiences with precision and efficiency, cross-channel media planning will become an indispensable tool for modern programmatic advertising.
What is cross-channel media planning?
Digital advertising is continually evolving, with new channels and platforms emerging rapidly. From DOOH to social media, there’s many different touchpoints marketers can use to tell their stories. With this fragmentation, marketers are left with a lot of complexity in managing and optimizing campaigns across platforms.
Cross-channel planning tools are designed to help advertisers make an informed decision on the best environments to plan, activate and measure campaigns across various channels for a specific audience and geographies seamlessly. These tools provide a unified view of reach and impact across multiple investments with the goal of better performance. How do they accomplish this?
Unification. Historical campaign delivery data from multiple channels is ingested from disparate sources (including Linear TV) and connected using an identity spine to understand the best cohesive, omni-channel plan to meet an objective
Precision. By analyzing performance across media buys, marketers have a new precision tool to ensure the channel mix of their buys reaches the right audience at appropriate levels of frequency to drive conversions.
Audience Overlap. Audiences are fragmented and there is significant overlap between channels. This is a major challenge in campaigns where the goal is to maximize unique reach. Cross-channel media planning tools can identify channel combinations with high overlap hence avoiding audience saturation and recommend appropriate budget allocation.
Optimization. Because data from the varying buys can be imported more frequently, cross-channel tools can be used as an optimization tool to understand which channels are contributing the most to the media buy. By re-planning and reallocating dollars, marketers can guarantee better performance.
Insights. Advertising requires deep insights into campaign performance, inclusive of key KPIs like reach, frequency, and ROI per channel. Cross-channel planning tools allow these insights to be exposed by channel to understand where the next dollar will go furthest.
Improve precision, efficiency and performance with cross-channel planning
By providing a unified platform for planning, optimizing and garnering insights, these tools empower advertisers to achieve greater precision and performance. As new channels emerge, cross-channel planning tools will be key to staying ahead of the competition and driving meaningful results.
