The indexed web now has over 4.5 billion pages. As for in-app ad inventory, over 500 new apps are released into the Apple App Store every day (and that’s just one store!) Can you imagine attempting to manually sell all of that ad space? Impossible. Enter omnichannel programmatic buying and selling.
Programmatic allows the advertising industry to reach across the ever-expanding internet in the same way the car allows humans to travel farther than a horse and buggy ever could.
Let’s break down the term “omnichannel programmatic”.
While both “omnichannel” and “programmatic” aren’t new concepts, marketers are beginning to understand that, due to the vast scope of the internet and the number of devices we use to access it, these two methods are simply better together… Like peanut butter and jelly or Beyonce and Jay-Z.
Omnichannel marketing as we understand it today is commonly thought to have risen in tandem with the iPhone. The invention of the smartphone meant that, not only were customers oscillating between TVs and computer screens but between televisions, personal computers and now, applications built exclusively for mobile phones.
It’s easy to forget how quickly these technologies arose. Suddenly, marketers had the bittersweet task of finding users on various devices, social networks, online and in store. Never has so much opportunity fallen into the laps of advertisers… or so much complexity. Today, we take this complexity for granted, but we often overlook the leaps, bounds and fumbles marketing & advertising technology has taken in our attempts to keep up.
Contrary to popular belief, programmatic is not a channel. It is a method of media buying that uses machines rather than people to buy and sell advertising inventory online. According to IAB Canada, programmatic is defined as:
“the general automated process of media buying and selling machine-to-machine. As audiences continue to fragment across digital, programmatic enables publishers and advertisers to leverage data to consolidate customer interactions across multiple channels.”
StackAdapt COO Vitaly Pecherskiy adds, “The user journey is increasingly complicated. If you aren’t tapping into every available channel to connect with them, you are missing out on huge opportunities.”
But if the majority of marketers mistake programmatic for a channel rather than a method, what do we mean by “omnichannel” when referring to programmatic? At StackAdapt, we break down programmatic delivery into three major channels that span desktop, mobile and in-app ad inventory:
1. Native Advertising
Native advertising refers to advertisements that adapt to visually match their given environment. Native is compatible with every marketing goal: awareness, engagement, and conversion, and can be leveraged across any device. The key to a strong native advertising campaign is to spend time and effort crafting compelling content for the end user, and using images and headlines that truly speak to the target demographic.
Check out our blog on Native Advertising Best Practices
2. Standard Display
Display ads get a bad rap, but they can be surprisingly effective when implemented as part of a broader strategy. For example, while display ads are often considered more of an awareness strategy, they can actually drive performance when used as a retargeting method. Research shows that display retargeting can increase conversion rate on your website by up to 70%.
Check out our blog on Omnichannel Strategies that leverage Display Advertising
Video is by far the most effective advertising medium out there. Video advertising, for better or worse, is by far the most memorable. In fact, 80% of people can remember a video ad they consumed in the last 30 days. When paired with a strong brand story or value proposition, video connects with consumers in a way that print just can’t.
Check out our blog on Video Marketing Metrics You Should Care About
By leveraging each of these three channels at different stages of the buyer journey, advertisers are able to target, gather data, retarget, and ultimately, drive performance. Happy advertising!