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1、Published July 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright Ex
2、changeWire Ltd.2023 Multi-Channel Advertising:The Path to Marketing SuccessIn association withPage 2 of 14Published July 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any inf
3、ormation storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire Ltd.2023 |In association withCONTENTSIntroduction 3Section 1:The case for multi-channel 4Reaching the audience .5Capturing the audience.6The challenges .6Section 2:Emerging channels 8
4、CTV .9DOOH .9In-game .10Section 3:Multi-Channel in Action:Case Studies 11Case study#1:ThinkBDW .12Case study#2:Vectra Bank.13About StackAdapt 14About ExchangeWire 14Page 3 of 14Published July 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any
5、means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire Ltd.2023 |In association withINTRODUCTIONChange,something which has arguably always been at the centre of the ad
6、vertising industry,has been more dramatic in recent years.The impending death of the third-party cookie has meant that marketers and tech vendors have had to reassess how they reach consumers effectively without infringing on their privacy(and breaching ever-tightening regulations).Concurrently,the
7、emergence of new channels such as mobile gaming,connected TV(CTV),and programmatic digital out of home(pDOOH)has meant that there are more mediums than ever before on which people can spend their time.While this poses the new challenge of measuring increasingly fragmented consumer attention,it also
8、means that brands have more avenues and opportunities to reach their desired audiences.In order to make the most of the range of mediums available,marketers are implementing multi-channel strategies,issuing creatives across a suite of channels to raise brand awareness and capture the attention of au
9、diences.This Deep Dive will outline the benefits of multi-channel advertising and explore some of the emerging channels that are key to such a strategy.The impending death of the third-party cookie has meant that marketers and tech vendors have had to reassess how they reach consumers effectively wi
10、thout infringing on their privacyPage 4 of 14Published July 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permissio
11、n in writing from the publishers.Copyright ExchangeWire Ltd.2023 |In association withSection 01The case for multi-channelPage 5 of 14Published July 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including pho
12、tocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire Ltd.2023 |In association withTHE CASE FOR MULTI-CHANNELThe most fundamental benefit of being present across multiple channels is that it increases brands op
13、portunities to get in front of their target audience.Utilising several different mediums increases brand visibility and awareness by reaching out to consumers in the different environments that they are spending their time in.This makes brands more prevalent in the minds of consumers,a key factor to
14、 generating conversions and building brand loyalty.The advantage of adopting a multi-channel strategy is not merely theoretical:The Case for Multi-Channel Programmatic Advertising report found that marketers recognise the benefits of taking this approach.According to the report,conducted by StackAda
15、pt in partnership with Advertiser Perceptions,62%of advertisers say that multi-channel campaigns achieve or exceed KPIs at least most of the time,with 50%deeming multi-channel advertising extremely important to reaching upper-funnel goals.Furthermore,47%of those surveyed state that a multi-channel s
16、trategy increased their return on ad spend.Reaching the audienceThe additional reach and scalability of multi-channel is well recognised by marketers,with 59%asserting that this factor is the most significant advantage of this form of advertising.Important in its own right,this capacity has become c
17、ritical in an era where privacy has become central to all facets of the advertising ecosystem:while the shift away from the use of identifiers(or IDs)is a vital step towards ensuring a privacy-first future,it has also restricted the extent to which much mobile and display advertising can be effectiv
18、ely leveraged.The removal of IDs has created what ExchangeWire CSO Ciarn OKane refers to as the“No Data Zone”,a large part of the Open Web where the data matching which has been foundational to traditional ad tech is now simply impossible because the signals required for SSPs and DSPs to carry out t
19、heir functions are no longer present.While efforts are being made to mitigate the impact of the retirement of IDs,such as the IABs development of Seller Defined Audiences,it is nonetheless critical that marketers seek to extend their reach,and establishing themselves across multiple channels is a ke
20、y way of doing this:more than half of the marketers surveyed in the report state that adopting a multi-channel approach enables them to reach consumers in their preferred space.62%50%of advertisers say that multi-channel campaigns achieve or exceed KPIs at least most of the timedeem multi-channel ad
21、vertising extremely important to reaching upper-funnel goalsPage 6 of 14Published July 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval sys
22、tem,without prior permission in writing from the publishers.Copyright ExchangeWire Ltd.2023 |In association withCapturing the audienceThe reality is that people are dividing their time across a number of channels they may play a mobile game during their commute,browse social media over their lunch b
23、reak,and unwind in the evening with some streamed video.As such,being present in multiple spaces is imperative for brands:not only does it increase the chances of their messaging being seen by their desired audiences,but it also helps to build awareness and affinity among their audience by making th
24、em more visible to them more often.More than half of the reports respondents say that using a multi-channel strategy provides them with more opportunities to build brand awareness(56%)and heightened ad engagement(51%),suggesting that the approach makes them more prominent in the eyes of consumers.Th
25、e ability to tap into the unique characteristics of different channels(such as the capacity to offer rewarded video ads within mobile games,or to provide more informative,long-form messaging via email)was recognised by 46%of marketers.Operating across channels also affords brands not just the opport
26、unity to appear to new audiences,but to appear more often to prospective customers.Almost half of those surveyed(47%)say that using a multi-channel strategy provided them with better retargeting opportunities,and 41%state that it enables them to issue consistent messaging across mediums,a crucial fa
27、ctor in maintaining brand identity and recognition.The challengesWhile a multi-channel strategy offers a host of benefits,it is not without its challenges.According to the report,the greatest hurdle to an effective multi-channel approach is the fact that different channels require different creative
28、s,identified by 50%of those surveyed.This challenge may be associated with that of cost 38%of respondents say that running a multi-channel campaign is too expensive,and the need for bespoke creatives inevitably creates additional expense.56%47%of respondents say that using a multi-channel strategy p
29、rovides them with more opportunities to build brand awareness of those surveyed say that using a multi-channel strategy provided them with better retargeting opportunitiesPage 7 of 14Published July 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or b
30、y any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire Ltd.2023 |In association withAdapting creatives to the unique characteristics of different channels is not
31、 always straightforward,but it is highly valuable to making campaigns more effective.Planning and testing are fundamental to determining how well a piece of creative will perform,and can make the most of the budget available.Focusing on tests that will help optimise the areas that will significantly
32、 impact a campaigns success,such as audience and regional differences,will help to establish how to improve performance in a cost-and time-efficient way.As noted above,the fragmentation of consumers attention creates a significant challenge around measurement.More than a third(39%)of the advertisers
33、 surveyed report that they find it difficult to measure goals across multiple channels.This difficulty can be attributed to the current lack of definitive sets of metrics for measuring performance and attribution for multi-channel campaigns,something which an alarming 80%of marketers struggle with(p
34、er Gartner).This impediment no doubt feeds into the additional challenges of inconsistent engagement across channels(40%),attribution cannibalisation(39%),and the inability to understand how different channels complement each other(28%)cited in StackAdapts report.Despite these challenges,a multi-cha
35、nnel approach is appearing more effective in the eyes of marketers:a July 2022 report from Ascend2 and Research Partners found that an 86%majority of those surveyed believed that the strategys effectiveness is improving,with 18%considering it to be becoming significantly more effective.In the next s
36、ection,well explore some of the channels that are already proving to be vital to multi-channel strategies.Despite these challenges,a multi-channel approach is appearing more effective in the eyes of marketersPage 8 of 14Published July 2023.All rights reserved.No part of this publication may be repro
37、duced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire Ltd.2023 |In association withSection 02Emerging channelsPage 9 of 14P
38、ublished July 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright Exc
39、hangeWire Ltd.2023 |In association withA multi-channel strategy helps put marketers in front of their desired audiences by allowing them to appear across the growing number of spaces where people are dividing their attention.These include a number of emerging channels which have recently captured th
40、e interest of consumers and advertisers alike.Here,we explore three of the emerging channels highlighted in StackAdapts Multi-Channel Advertising report.CTVUnlike its linear counterpart,connected TV has soared,becoming the fastest growing platform for video digital advertising in 2021.Of the reporte
41、d five billion videos that are watched on YouTube every day,nearly half(45%)are now viewed via CTV,while viewing figures for live broadcast TV have declined.People are still watching TV just not the traditional kind.Advertisers are recognising this and are rightfully still looking to get in front of
42、 their audiences:StackAdapts report found that 62%of marketers are planning to increase CTV spend,with 30%labelling the channels reach as its top benefit.Digital video was also pinpointed as a valuable medium for advertisers,with 74%of those surveyed stating that it features in their multi-channel s
43、trategy.DOOHThe oldest form of advertising,out of home(OOH)advertising has bounced back after a difficult couple of years,with digital out of home(DOOH)becoming increasingly sophisticated and appealing to marketers.According to WARC Media,global DOOH ad spend is set to rise 13.2%year-on-year in 2023
44、,bringing the markets value to USD$11.5bn(9.2bn).Around 50%of marketers have a dedicated DOOH budget,but only 40%are utilising the channel as part of a multi-channel campaign,according to the StackAdapt report.Technological advancements,such as the integration of programmatic capabilities like dynam
45、ic optimisation,which have improved the targeting and efficiency of DOOH campaigns,however,should spur greater interest in using the medium as part of a multi-channel campaign.Indeed,the market is forecast to grow at a CAGR of 11.6%to reach USD$58.7bn(46.8bn)by 2030.Page 10 of 14Published July 2023.
46、All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire Ltd.2023
47、|In association withIn-gameOf the channels assessed in the StackAdapt report,in-game is currently the one least used in a multi-channel campaign,with just 27%of advertisers using it.Despite 45%of respondents recognising that in-game provides a format for completely viewable,non-skippable ads,and 37%
48、acknowledging that it affords longer exposure to their messaging,only one in three marketers report having a dedicated budget for it.However,these lower figures could be down to how relatively new in-game advertising is.Encouragingly,advertisers are paying more attention to in-game,with 51%expressin
49、g an interest in learning what audiences they can reach through the format and 48%directly considering how it can add to their multi-channel strategy.With 184.6 million gamers in the US alone,expected revenue of USD$2.87bn(2.29bn)in Europe,and growth expected in LATAM,APAC,and MEA,in-game advertisin
50、g is certainly a vital space for getting in front of consumers,and one that advertisers are likely to continue to explore.Encouragingly,advertisers are paying more attention to in-game,with 51%expressing an interest in learning what audiences they can reach through the formatPage 11 of 14Published J
51、uly 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire
52、Ltd.2023 |In association withSection 03Multi-Channel in Action:Case StudiesPage 12 of 14Published July 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage a
53、nd retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire Ltd.2023 |In association withWe have outlined the benefits of multi-channel strategies and explored some of the key channels that are already playing a big part in their success.Here,we learn how a mul
54、ti-channel approach helped two brands boost their presence and reach new prospective customers.Case study#1:ThinkBDWExecutionResultsCreative marketing and design agency ThinkBDW were tasked with helping their real estate client reach prospective house buyers across the UK.To achieve their aim of inc
55、reasing on-site engagement in a cost-effective way,ThinkBDW combined location targeting with other targeting tactics across multiple channels(including native,display,and video)and insight data from other paid media channels.Geographical radius and postcodes were used for location targeting and to o
56、mit irrelevant areas.Browsing audiences,third-party segments,and first-party data onboarding were combined to create intentional audiences.Both a prospecting and a retargeting strategy(including a social impression audience)were launched to capture prospects across the whole funnel.With the help of
57、StackAdapt,ThinkBDW used their best-performing pay-per-click(PPC)keywords to create a custom audience and implemented frequency retargeting to reach individuals who showed the most interest in moving.The campaign also utilised localised creatives,customising each one to show the names of the develop
58、ment,area,and city where they were being displayed.By partnering with StackAdapt,ThinkBDW achieved a 400%growth in time on site,a 30%decline in bounce rate,and an astonishing forty times reduction in effective cost per acquisition(eCPA).The campaign outperformed those ThinkBDW carried out with their
59、 previous digital advertising partner,Google Ads.Time on Site Increase400%eCPA Reduction40 xBounce Rate Reduction30%Page 13 of 14Published July 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photoco
60、py,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire Ltd.2023 |In association withCase study#2:Vectra BankExecutionResultsNorth American financial services provider Vectra Bank sought to leverage a multi-channel s
61、trategy to raise brand awareness.With their data-driven performance agency partner,ThomasARTS,Vectra Bank set out to run a campaign using creatives that showcased how they assisted businesses during the COVID-19 pandemic.ThomasARTS enlisted the help of StackAdapt to build a multi-channel strategy,an
62、d the team decided to concentrate their efforts on three key channels:connected TV(CTV),video,and display.CTV was leveraged to sustain awareness by retargeting small business professionals who had seen a display ad earlier the same day.Vectra Bank saw video as another opportunity to retarget users w
63、ho had previously been exposed to a display ad.ThomasARTS used their expertise to track users who saw a display ad and later retargeted them on another channel.Using the StackAdapt platform,ThomasARTS was able to explore a range of segments,find prospective consumers,and retarget across devices.Stac
64、kAdapts cross-device capabilities enabled ThomasARTS to retarget people who had already viewed a display ad via CTV and video.Using impression and cross-device retargeting allowed Vectra Bank to direct messaging to consumers at different points of time.The employment of sequential messaging let Vect
65、ra Bank tell a story,bringing the testimonials at the centre of their campaign to life.Vectra Banks campaign achieved impressive results:by leveraging CTV and video,ThomasARTS saw a video completion rate(VCR)of 98%on CTV and 72%on video at a cost per completed view(CPCV)of just USD$0.03(0.02).Using
66、impression retargeting also proved highly effective,driving one and a half times more clicks and the lowest cost per click(CPC)of the tactics implemented.Clicks racked up to an impressive 24,200,with a click-through rate of 0.16%.Unique impressions,meanwhile,climbed to 2,500,000,with the creatives e
67、njoying a viewability rate of 88%.CTR0.16%Clicks24,200Unique Impressions2,500,000Viewability88%Page 14 of 14Published July 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any i
68、nformation storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire Ltd.2023 |In association withABOUT STACKADAPTStackAdapt is a self-serve programmatic advertising platform used by the most exceptional digital marketers.This state-of-the-art platfo
69、rm is where some of the most progressive work in machine learning meets cutting-edge user experience.Ad buyers plan,execute and manage data-driven digital advertising campaigns across all devices,inventory,and publisher partners.To learn more,visit ABOUT EXCHANGEWIRE ExchangeWire provides news and a
70、nalysis on the business of media,marketing and commerce with a specific focus on data and technology.We offer actionable market intelligence on the trends and innovations that are shaping the media,marketing and commerce industries.Were always interested in any technology and business-related news globally,and in particular across EMEA and APAC.Relevant companies are encouraged to get in touch.Were also interested in hearing from PR people working with companies in any of the areas named above.