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RESEARCH, ANALYSIS & TRENDS















































             Programmatic Omnichannel and its


             potential



            When  looking  at  various  channels  such  as       Forrester  defines  omnichannel  programmatic  as  ‘the
            desktop,    mobile,   advanced     TV,    in-game    practice  of  digitally  sequencing  advertising  across
            advertising, audio, digital out-of-home (DOOH) or    channels, which is connected, relevant, and consistent
            social media, a different degree of maturity and     with  the  customer’s  stage  in  their  life  cycle.  Hence,  a
            usage  can  be  noticed:  while  the  desktop  and   prerequisite  for  programmatic  omnichannel  is  that  a
            mobile    channels     are   almost    completely    company’s strategic goals and the target groups to be
            developed for programmatic advertising, and the      reached must be formulated in their full diversity, not to
            value  for  Advanced  TV  is  by  now  around  50%,   mention  communicated  transparently.  It  goes  without
            the other channels are less programmatic so far.     saying that valid company data and their qualitative and
                                                                 quantitative measurability are of relevance here. Expe-
            Overall, however, programmatic, and data-based       rience shows that omnichannel offers efficiency poten-
            purchasing  has  established  itself  on  all        tial for advertisers, especially when digital channels are
            channels. Therefore, it can be assumed that the      included.
            development  of  programmatic  omnichannel
            campaigns will increase in the future.               Even the earlier global study of 2,000 B2B buyers and
                                                                 sellers conducted by Forrester Consulting on behalf of
            Since end users are diverse nowadays, communication   Accenture Interactive and SAP hybris found that busi-
            with them should be diverse, too. Not to mention that   ness  buyers’  expectations  for  personalization  regard-
            omnichannel holds potential for many brands and rep-  less of channel, device, or stage in the journey are rap-
            resents  an  ideal  approach,  in  combination  with  agile   idly  evolving,  influenced  by  their  experiences  as  con-
            media purchasing based on transparent attribution log-  sumers. More than half of buyers said that they would
            ic. Certainly, corporate shifts are required to create op-  like  suppliers  to  offer  personalized  recommendations
            timal conditions.


                                                               4                       August 2021: Omnichannel Marketing
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