Brand marketers ‘should move from multichannel to omnichannel’
Advertising campaigns have not kept up with the way consumers use media, according to Sara Picazo, The Trade Desk’s EMEA research and insights director.
The average person bounces between five different forms of media throughout an average day.
Picazo explains to Mumbrella that multi-channel marketing strategies, where media is purchased across multiple disconnected channels, no longer have the catch-all effect they once did.
In fact, according to The Trade Desk’s first-ever neurological research in Australia, advertising campaigns without cross-channel integration can lead to a 90% surge in ad fatigue, as the same campaigns are served multiple times to the same consumer without any thought of how the message is being received.
The research shows that ‘moment’, ‘mindset’, and ‘media context’ (more on these later) are the three key drivers that influence consumer engagement – more than geo- or demographic targeting.
