There are certain things that simply can’t be done in isolation. You probably wouldn’t buy tickets to the cinema without checking if your friend can join you, and you definitely wouldn’t book a holiday without looking up the weather. So why do so many brands run their programmatic advertising in isolation from their overall marketing efforts?
At the Connected Advertising Experiences Breakfast, recently held at the Adobe HQ in London, experts from the field told us why connected advertising is key for brands to extract the most value from their paid media budget, whilst providing their customers with better experiences.
Top-notch customer experience
Today’s media landscape is more fragmented than ever and many brands are struggling to keep up with what’s happening cross-channel. As a result both the brand and consumer lose.
Toccara Baker, Senior Product Marketing Manager at Adobe said: “If you’ve already sold something to a customer, it will be inefficient to advertise that same product to them. At the same time, it’s creating a disconnect with the consumer in their overall journey.”
On the other hand, brands that are able to synchronise their messaging across all channels, both paid and unpaid, are able to provide a seamless and coherent journey to their audiences. This puts brands in a better position to convert, and ultimately get the most out of their paid media spend.
“Connected advertising means that you’re driving relevancy, but also that you’re really understanding how to delight your customer with those serendipitous moments,” adds Toccara.
Better data picture
The reason why some brands are advertising products to customers who have already purchased them, is because there’s a disconnect in their data. Connecting advertising with overall marketing activities also means building a universal data picture of a customer’s journey across all channels.
Luke Ellis, Head of Solutions Consulting at Publicis Media, said: “The way I define connected advertising is through data and technology. It’s about taking a more holistic approach to what you’re doing with data across all of your various channels to ensure you have one single view of the consumer.”
Gaining this overarching visibility helps brands gain a better understanding of the full audience lifecycle, and make more informed media buying decisions.
Better insight doesn’t just lead to better buying decisions, it also helps marketers execute their paid media content more strategically. Savvy brands use data to personalise and segment their content according to a target’s needs and interests. This content becomes even more powerful when the teams who create it are able to tap into data from the overall marketing team.
According to Head of Programmatic Trading UK Ogury, Joy Dean: “It’s about having a through line from the beginning of the conversation that you want to have with the consumer to the time that they get into your store, or website, to buy. Making sure that you’re speaking to them in a way that connects with their behavior throughout the journey.”
When data and messages are aligned across channels, marketing is no longer about a brand’s internal structure or individual departmental concerns, it’s about the needs of the customer and the goals of the business. Quite simply, connected advertising is the only way to truly put your customer at the centre of your overall marketing efforts. Which is why it’s the only way to do advertising really well.