Last month, a spotlight presentation at the iMedia Brand Summit highlighted a programmatic success story, which got me thinking about the future of online publishers. New measurement techniques and technologies have emerged that are changing the way the online display advertising and search markets work for both advertisers and publishers.
Let’s take a closer look at this changing playing field and what it means for publishers.
Brands are organizing around omnichannel strategies. As brands continue to focus on their omnichannel strategy development, one of the biggest challenges they face is connecting customer interactions across all channels, from online to offline, across email, social, web and mobile. The purpose of omnichannel marketing is to deliver personalized, contextually relevant experiences across every channel and device through which a person interacts with a brand.
For publishers, supporting omnichannel strategies means being able to provide marketers with a comprehensive, holistic view of advertising touchpoints delivered per individual, whether it occurs on a website, social network, mobile device or any combination thereof.
Moreover, publishers can further increase the value of their inventory by fine-tuning the way their content is delivered across channels, and by creating more innovative options for advertisers to choose from, such as delivering creative on emerging channels, providing time of day/day of week packaging, creating messaging continuity across devices and delivering cross channel analytics to attract higher advertising spends.