PMG’s Katie Anderson recently shared her thoughts with Digiday, as the publisher released joint research with MiQ to better understand where
omnichannel programmatic strategies stand, gauging brand and agency marketers about their current practices and plans for programmatic
buying, and to identify their most significant pain points and most promising tactics.
Among the report’s findings were that marketers struggle with omnichannel operations because of basic organizational structure. Some advertisers are winning, and some are languishing, simply due to how sophisticated and effective their teams and strategies have become. Among the laggards, those marketers often talked of “budgeting complexities, fragmented teams and silos.”
Marketers also touched on attribution being “more challenging due to the sheer quantities of data now available — a problem that US buyers
may encounter more than those in other markets, given that they’re working across a wider range of platforms.” The report also stated that “there is now more opportunity for avoiding cross-platform duplication and making sure that data streams inform one another across programmatic platforms.”
On that topic, PMG’s Anderson said she anticipates an environment in which marketers increasingly refocus their attribution efforts as consumers shift to emerging and expanding channels like OTT, OOH, and audio.
“The measurement aspect [has changed],” said Anderson. “As we’re able to
buy these channels in a consolidated programmatic buy, we’re going to see
things like OTT, TV, out-of-home and audio — things that have been very
siloed upper-funnel awareness channels — play a really different role in the consumer’s path to conversion.”
The full report can be found on Digiday.com.