Brands have more and more options to acquire media and enhance their objectives. Currently, they use multiple platforms to offer, in a single ad campaign, image, video and audio, as well as connected television spots, among others.
Unfortunately, this fragmented marketing approach has created recurring problems, such as focusing too much on individual consumers, with the same message, and losing a unified view of campaign effectiveness. The result is wasted media money and a poor user experience.
The number of channels brands currently use to reach audiences will only grow as users move from app to app, website to website, and device to device.
Currently, increasing the effectiveness of promotional investment for brands is a great challenge, which is why it is necessary to migrate from fragmented models, to actions where efficiency is increased, through the consolidation of investments in the media, so that They can connect with new audiences. This is because improved frequency management offers incremental reach to new consumers by reducing ad overexposure.
When brands aim to prioritize reach and minimize overexposure, consolidating all display and video strategies, on a single buying platform, can achieve a 30% increase in campaign reach.
With so many media buying options, it’s important to make sure you’re not wasting your ad spend or restricting your reach by targeting the same customers over and over again.
Brands looking to unify media buying through a single buy option need to evaluate all available partners to fully understand the unique value of each. Additionally, a test campaign can help you understand the risks and benefits associated with spending consolidation.
Once these learning or testing processes are taken into account, many find that consolidating media activity provides a significant advantage in reaching new audiences and obtaining more reliable measurement.
Fountain:
Sneha Thomas. May 2023, https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/media-consolidation