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.

Caroline Campbell, vice president of sales APAC, StackAdapt
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

REVEALED: Australia’s Greatest-Ever Ad!!!
You voted and now B&T can reveal Australia's greatest EVER ad! Yes, Ali Baba Kebabs can feel rightly aggrieved.

The Royals & Ryvalmedia Win Big In B&T’s Top-Performing Agencies For November
Which agency chiefs will be collecting their Christmas bonuses? Discover the truth with this 'who's hot' barometer.

George P. Johnson Announces Leadership Changes
Changes at the top at George P. Johnson today. The middle and the bottom given the order to stand down.

Monday TV Ratings: The 1% Club Scores Seven A Win
Game shows continuing to rate well with TV viewers. Yet, that's not to say we need Andrew O'Keefe back anytime soon.

Free TV Comes Out Swinging Over Sports Rights After Amazon Snares The Cricket
Industry body says free TV sports rights are under threat. Meanwhile Wallabies declare they've all but given up.

Westpac Shows Optus How To Apologise
Westpac delivers on its crisis communication. Also see Westpac board trying to save their collective arses.

Triple J Announces Hottest 100 2023 Dates
This year's Hottest 100 deets announced. With B&T predicting big things for Nollsy's KFC ad.

A Professional Cheese Sculptor Stars For Wacky Ads For US University
Hating the job right now? These uni ads could (A) inspire you to new things or (B) give you a laugh, albeit a brief one.

Don’t Be THAT Perfectionist….Enter B&T’s 30 Under 30 Awards, Presented By Vevo, Now!
Work with people who endlessly say "things were better in my day"? Sounds like you're a real contender for 30 Under 30.

We Are Warriors & R/GA To Produce City Of Sydney’s Calling Country & New Year’s Eve Fireworks
Social Indigenous Enterprise We Are Warriors (WAW), supported by creative innovation studio R/GA Australia, has been selected to produce the City of Sydney’s New Year’s Eve Calling Country live performance as part of the 9pm firework show. Lead image L-R: WAW co-founders Ben Miles & Nooky. The performance will feature a special Welcome to Country […]

Data Is King. So How Can Marketers Survive Privacy Reforms?
There's a fine line between proper use of customer data and a $50K fine from the ACCC. Save your cash with this read.

Chery Launches New Tiggo 7 Pro In Australian Market With Creative Campaign Via Chello
Chinese EVs continuing to flood into the Aussie market. Clearly no reciprocal agreement with our wine and barley.

Isuzu UTE Extends A-Leagues Partnership Through To 2026
Isuzu UTE extends its A-Leagues partnership. Also desperately hoping the fans don't behave like dickheads.

Seven Network Unveils New Advanced Advertising Division
Seven unveils its new advanced advertising division. No sign of official scarlet red team tracksuits, however.

“Give An F About the Flags”: Surf Life Saving Australia Launches Summer Campaign Via Banter
Every Australian should know to swim between the flags. That and Bradman's average and most of the words to Khe Sanh.

Toyota & HCLTech To Appear On Aussie Cricketers’ Shirts This Summer
You can almost hear leather on willow with this news. Unless someone's being attacked with a cricket bat in your office.

G Squared Bolsters Paid Media & Search With Key Hires
G Squared announces key hires in its paid search team. Although we appreciate not everyone's a fan of paid search.

“Extinction Greenwashing”: Supermarkets Target Of ACCC Complaint Over Misleading Salmon Claims
Yet again claims about Tasmanian salmon catch watchdog's ire, as chickens declare we're ridgy-didge.

Droga5 London Launches First Campaign For ADV New Motorcycle
Unsure if you're in the throes of a possible midlife crisis? Watch this motorbike ad and learn the horrible truth.

Mediahub Expands Into New Zealand Market
Mediahub unveils its New Zealand plans. And it only took the locals four minutes to mention the rugby.

It Takes A Village: Havas Drives Off With Avis Budget Group’s Media & Earned PR
There are few greater joys in life than flogging the shit out of a rental car, is there?

Amazon Prime Secures Rights To Next Cricket World Cup
Judging by the acrimony, sledging & hatred of last month's Cricket World Cup, the next one's shaping up to be a ripper.

Limited Tickets Still Available For First Ever Industry Pantomime
With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

Axe-Wielding Eric Andre Stars In Opera GX Campaign, Via Waste Creatives
Irreverent campaign for Opera GX, the browser for gamers, sees actor and comedian Eric Andre confronting people using “boring” browsers

Make it your way at Highpoint Via Cyclone Creative Agency
Highpoint is inviting Melbournians to embrace what makes them different, through their ‘Make it Your Way’ campaign via Cyclone Creative agency.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

Pengu Dances Their Way Through New Film by electriclime°
Production house electriclime° have linked up with Riot Games to create a new film to celebrate the launch of Teamfight Tactics Mobile (“TFT”) in Asia Pacific.

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney
The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Sunday TV Ratings: Brits Dominate With Annika, Joanna Lumley And David Attenborough Making Top 10
Sunday night strangely dominated by UK-made content. That said, Piers not getting a heap of love over at Sky.

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Stop Being A Water Waster! Sydney Schoolboy Urges Everyone To Save Water, Via It’s Friday
Planning a staff dunking booth this Christmas? Not too late to switch to 10-pin bowling with this water save campaign.

Reddit Updates Conversation Placement Ads Formats
Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]

Journalist Tegan George Suing Network 10 After Being Left With “Trauma” From Bushfire Reporting
It's been a rocky road for many people & agencies in 2023; however, it's been all sunshine & rainbows for 10's lawyers.

As Big Spenders Flee, X Pivots To SMBs To Fill Ad Dollar Deficit
Elon's halo continues to slip. Joining Albo's, Harry's, Meghan's and Optus' similar downward trajectory.