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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