Indie Agencies, Mid-Market Brands & Multi-Channel Advertising Are A Perfect Love Triangle
Caroline Campbell, vice president of sales APAC, at StackAdapt, explains why new programmatic advertising platforms are delivering independent agencies and mid-market brands the opportunity to deliver cost-effective commercial messages across any media platform.
Programmatic advertising has previously been the domain of large holding company agencies as they have had the financial muscle to invest in trading teams and new technology.
However, StackAdapt’s buy-side platform is levelling the playing field for a host of agencies in the mid-market. These agencies now also have access to AI-based media buying software tools that generate performance for brands, across every available channel.
These channels include fast-growing media formats such as connected TV (CTV), digital out-of-home (DOOH) and in-game advertising, which all deliver new ways for brands to reach consumers and deliver effective creative at the right time and in the right place. A key feature of StackAdapt’s offering is that its self-service platform takes a no contracts and no minimum spend approach to any brand.
This positioning is opening up programmatic advertising to a whole raft of new brands and mid-market agencies.
For sure, programmatic advertising can deliver outsize advantages to brands who do it right.
For example, rather than guessing who might see your large-format billboards or TV spots, programmatic demand-side platforms can expose brands to the right audiences, at the right price and at the right time across DOOH, in-game, CTV and online video. Brands need to plan and act across multiple platforms because that is what consumers are doing, every day.
A multi-channel strategy is key in today’s digital landscape because consumers are active across various channels and devices. All brands should be shifting toward a multi-channel media mix to ensure that they effectively reach their target audience across platforms.
A multi-channel strategy enables advertisers to optimise their targeting so that it mimics the customer journey, which typically doesn’t stay confined to one channel. With a holistic targeting strategy, advertisers are able to reach their desired audience where they are: everywhere.
A multi-channel strategy also brings the benefit of wider visibility for a brand. The more presence a brand has on various channels, the more visible that brand, its products and its services are.
By creating a cohesive message across the channels that a brand appears on, advertisers can consistently remind users about their offerings, which will shift them closer toward conversion. Plus, there’s the added benefit of building more brand awareness and brand personality.
A survey by StackAdapt and Advertiser Perceptions found that half of advertisers see extended reach, increased brand awareness and ad engagement, and the ability to reach consumers on their preferred channel as top multi-channel benefits. Video is essential for driving awareness, which makes it an ideal medium to include in any multi-channel campaign.
Video ads can create an emotional connection between brands and consumers, capturing undivided attention and providing an opportunity to educate the audience, build brand awareness, and develop trust.
Furthermore, while video is powerful on its own, it can also be easily re-purposed for social campaigns, stills from the content can be used for display, and it can even be leveraged as a native ad for education.
There are other benefits to taking a multichannel approach. Reaching customers where they are with a multi-channel strategy also increases the likelihood of engagement. When a brand is present on various channels, customers don’t have to scramble to find the brand, which helps build customer loyalty.
A major benefit of a multi-channel strategy is that it covers the entire funnel. By creating multiple points of contact for the target audience, advertisers create more opportunities for acquisition.
That’s not all. While AI has become the thing to talk about in the worlds of advertising and marketing, StackAdapt was built from its inception with machine learning and AI at the heart of the platform.
As a result, the campaigns you can run with StackAdapt will receive industry-leading targeting which will lead to better results. After all, ads placed within the right context can lead to between 4-10 times more user engagement than other ads.
StackAdapt’s AI tools help your campaigns reach the right audience at the right time. The company has a proprietary contextual targeting feature, Page Context AI, that allows agencies to place ads next to the right content. For example, a coffee brand could have an ad placed next to a search about coffee shops — giving the brand quick exposure to people in the frame of mind to buy coffee.
While you might hear in some quarters that a fragmenting media landscape makes life harder for media buyers and brands, an effective self-serve platform combined with a multi-channel approach, and AI-based tools, can deliver superior performance for brands, no matter their size.
For more information on StackAdapt, visit www.stackadapt.com.
Please login with linkedin to comment
StackAdaptLatest News
‘The Penny Has Dropped…So We’ve Supercharged How Brands Plan, Book And Measure In One Place’ – News Corp’s Lou Barrett On D_Coded
As a cookie depreciation tsunami slowly approaches, News Corp is sharpening its audience intelligence platform, Intent Connect, with AI tech that enables advanced data collaboration capabilities through planning, booking and measurement. Managing director of client partnerships Lou Barrett tells B&T it’s about future-proofing clients’s digital marketing plans. At last year’s annual D_Coded event, News Corp […]
Advertisers Wasting 42% Of Digital Ad Spend – Next&Co report
With the cost of living crisis biting I think we can all agree that waste is rarely a positive thing...
Introducing New Podcast ‘MID’: Holly Wainwright Rebrands The Mid-Life Experience For Australian Women
The joys of midlife are celebrated in this new podcast. And play it loud if the old eardrums are starting to creak.
TV Ratings (13/05/2024): The Summit Brings In The Eyeballs For Nine
The Summit does the business on its return for Nine. Meanwhile, press photo confirms the importance of headwear.
Snap’s ANZ Agency Lead Ellie Rogers Steps Down Amid Restructure
Ellie Rogers says family was a big part in her next career move. Not so B&T, who only comes to work to avoid ours.
Breast Cancer Foundation NZ’s Awareness Drive ‘The Signs Are Everywhere’ Is B&T’s Campaign Of The Month for April 2024
B&T's ad of the month is both a worthy cause & worthy winner. Even if KFC's Zinger box can feel slightly hard done by.
iSelect Launches New Brand Campaign ‘Save More’ Via Howatson+Company
If there's an agency that's "so hot right now" it's Howatson+Co. And, yes, B&T's unnecessarily bigged-up this new work.
In The Making Expands Into Melbourne
Brisbane PR agency unveils its Melbourne plans. Still adjusting from the pineapple print to the mandatory all black.
It’s Off The Crisper Sale! Introducing KFC’s New Original Crispy Burger Series
This article contains the location to obtain free KFC burgers. Why not send the workie for real world office experience.
Spotlight On Sponsors: Rugby Australia Sign First Dedicated Female Retailer
Don't know your Storms from your Wallaroos? At least you'll be sports sponsor aware with B&T's ongoing series.
Mars Agency Rebrands As Mars United Commerce
Tired of fielding prank calls about nougat & caramel, Mars Agency rebrands to the more long-winded Mars United Commerce.
Azerion Expands Platform With Interactive Video Products
Did your last inter-team marketing brainstorm see 'interactive video' come up more often than not? Read on quickly here.
Inside NGEN: Seven’s Rachael Everett On What We Can Learn From Sport
Were you the wheezy kid that always wagged PE at school? Even more reason not to avoid this lessons-in-sport piece.
Cairns Crocodiles The Work: Changing the World Campaign Presented By Pinterest
Casual dress & motley beards aside, did you join adland to try and change the world? Get tips from those who did here.
Nine And Magnite Strengthen Partnership To Boost 9Now
Nine calls in Magnite to sort out its BVOD programmatic ads. Not before having to switch the plugs from a Type C to a I.
Cricket Australia Appoints Special As Creative Agency For Men & Women’s International Series
Special wins Cricket Australia's creative. Here's hoping they don't get Thomas Keneally to do a poem of 'C'mon Aussie'.
‘Do I want Kids?’ – Laura Henshaw Asks Just That In Latest Podcast
Whether you have kids or not, just know that if you do, it's no lie that they poo, vomit & keep you awake all night.
R/GA Australia Appoints Marie Conley As Executive Strategy Director
Marie Conley returns from the UK after 12 years to take up new role at R/GA. Immediately flabbergasted by house prices.
Zenith Australia Hires Penny Shell As Strategy And Product Lead
Unfortunately B&T refrained from using "the Penny has dropped at Zenith" in this headline. We apologise in advance.
‘It Takes a Village’: New Industry Support Group For Working Parents Launches
Here's a top industry initiative to help adland families. Sadly, no tips on mummy using the F-word after losing a pitch.
Belinda Rowe Unpacks The Forces Of Discrimination That Lead To A Lack Of Diversity In Leadership Roles
With an enviable resume in tow, Belinda Rowe reveals why our boardrooms aren't as eclectic as they really should be.
Marketing From The Cockpit: How Creativity Transformed AB InBev From A Brand Buyer Into A Brand-Building Powerhouse
Do you find American beers watery, insipid & bland? This conference would have been the perfect platform to heckle at.
Cebu Pacific Launches Campaign To Showcase The Philippines As Major Destination For Aussies
In case you needed another reason to visit the Philippines.
Elon Musk’s X Corp Defeats eSafety In Federal Court
Is it just B&T or is Elon Musk slowly morphing into Darth Vader minus the chokehold?
TV Ratings (12/05/2024): Framer Brings Home The Bacon
Lovelorn famers continuing to do good TV numbers. As desperate roof tilers & abattoir employees say "what about us?"
Starcom Pips PHD & Kaimera To Win Gold At Nine’s Agency Games – Check Out All Of The Photos And Coverage Of The Event
Starcom proves the top agency at Nine's Agency Games. Thankfully, no one has asked for urine testing either.
Zitcha Solves In-store Retail Media Measurement With Game Changing Venvee Partnership
Does your in-store retail media measurement resemble a kitchen draw with the screwdrivers & plastic bags? Help is here.
Menulog Delivers More Beef Than Drake and Kendrick Combined, Via Thinkerbell
This "more beef" ad could have also used William & Harry, Oasis, and Bruce Lehrmann & just about everybody.
Komo Tech Announces Landmark Partnership With Fanatics Events To Revolutionise Live Event Experiences
This partnership promises to "revolutionise live event experiences". Hopefully it doesn't alert any sniffer dogs too.
SCA “Disappointed” After ARN and Anchorage Capital Withdraw Takeover Bid
ARN's bid for SCA trips up at the final hurdle. It's also unclear if other states will have to suffer Kyle Sandilands.
About Bloody Time – News.com.au Campaign Secures Win For Endometriosis Sufferers
News.com.au puts aside its passion for 'China set to invade' & overcharging Sydney cafe articles to do some real good.
Fast 10: B&T Talks Brand Rituals, Keeping It Fresh And DE&I With Affinity Media’s Angela Smith
B&T's probing Fast 10 is so quick it's liable for double demerit points on public holidays.
FriendlyJordies Journalist Calls The Police After Allegedly Being Informed Of Gangland Threats By ABC Reporter
What's better than a Walkley Award for journalism? Getting a hit put out on you by a Sydney underworld drug gang.
Two Iconic Brands Seal The Deal With Exclusive Strategic Partnership
Wonderfully, a horse turned up for this press photo. Better again, everyone went home with some manure for their roses.
JCDecaux Wins Tender To Retain Sydney Airport
Shopping at airports has always been a paradox. On one hand there's the duty-free, on the other there's $24 schooners.
QMS Adds Hills Shire To Sydney Network
Forget the hills being alive with the sound of music, as Sydney's Hills district comes alive with new outdoor.