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Today’s advertising industry is changing rapidly, with consumers actively engaging in an ever-diverse mix of online and offline media channels on a daily basis.

Individuals now have more control over how, when and where they engage with different media and – as a result – marketing models need to be dynamic and agile to keep up with changing consumer demands.

Over half (53%) of all UK adults now media multi-task on a weekly basis and the average user spends seven hours a day consuming media across multiple screens. In response to this changing behaviour, marketers are seeking to provide a seamless brand experience and deliver consistent messages across all new and emerging channels – whether through traditional, or digital channels including mobile, desktop or tablet.

Some retailers, such as Burberry, are embracing the challenge of using cross-channel platforms to drive sales, but for others the prospect of delivering effective campaigns across multiple devices is daunting, preventing them from making the leap to multi-channel marketing.

So, how can marketers embrace the age of media multi-tasking?

The first step for brands is understanding that multi-channel marketing campaigns need to be planned and designed to work across all channels from the outset, rather than operating in silos. The device should never be the starting point for the campaign; instead the goal should be to deliver the right content to the right customer, at the right time, regardless of their chosen channel.

Marketers need to be able to identify the media that their most valuable customers are using at any given point and have the agility to focus their efforts on that media in real-time. And with this in mind, convergence technologies that bridge the gap between traditional and digital buying methods are an effective solution to this issue.

But it is the challenge of breaking down these marketing silos that present a further hurdle for the industry – and effective data management is the key to overcoming this. As the proportion of online consumer spending reaches an all-time high – with the latest figures predicting that consumers will each spend on average £4,000 online this year – so will the volume of available information.

As technological solutions advance in line with this, increasingly granular data will become available in the marketplace enabling marketers to more accurately target consumers across all devices, rather than taking a channel-by-channel approach.
To benefit from the power of the huge volume of data at their fingertips, marketers need to identify the questions required by their business and use data to provide these answers.

To enable this, information needs to be shared across the organisation, and a single, centralised platform should be created so that individual data sets – such as media metrics and sales data – can be connected and overlaid to create meaningful insights that marketers can use to make educated decisions about the content and positioning of ads.

This includes using effective tools to enable different media platforms, and the convergence and streamlining of the ad sales process across all channels.

The integration of ad servers, data solution providers, supply businesses and technology providers – along with agencies and sellers – coupled with the automisation of all media ad sales, makes it easier for marketers to perform cross-channel buying.
Delivering these elements alone would bring marketers one-step closer to a holistic approach to managing and executing their campaigns, as opposed to marketing by device or channel.

Multi-channel is here to stay and as more devices enter the market, consumer behaviour will become increasingly complex. The goal of marketers should always be to deliver insightful campaigns – driven by intelligent data – across the entire spectrum of media channels and devices. Technology that bridges online and offline purchasing and consolidates all the disparate data is a growing necessity for modern marketers.

Those who choose to adopt will find that, less of their time will be spent thinking about the channels through which brands are delivering ads, and more about using data in increasingly strategic ways to drive reach and ROI across all channels.

Read more: http://wallblog.co.uk/2014/10/17/convergence-is-key-the-future-of-the-ad...

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Daniel Zeff, CEO of Evidently, speaks on what keeps him awake at night and how he sees the advertising industry changing in the next 3 years. He notes that brands are getting better and better at storytelling, so the industry is no longer about selling, but inviting people to share in a story.

Check out his interview today and watch more from Advertising Week by visiting our blog.

Cindy Stockwell, Chief Media Officer at Hill Holliday, stopped by during Advertising Week for this interview and spoke about programmatic and how she sees the advertising space changing in the next three years. 

Check out her interview below and see more videos from Advertising Week on our blog.

We spoke to Jose Carbonell, SVP Marketing and Communications at UNICEF, and asked him about his experiences marketing for a non-profit organization and about the top trends he's seeing in his business today. In this interview, he speaks on the rise of social, mobile, and about how people are trying to give back in a meaningful way.

Watch his interview now to hear more and see more videos from Advertising Week on our blog.

We spoke with Christine Fruechte, CEO at Colle + McVoy at Advertising Week, where she emphasized that culture is extremely important at agencies when deciding where you want to work and also spoke about the challenges associated with planning a cross-platform campaign.

Watch her interview below and visit our blog for more interviews from Advertising Week

Devrin Carlson-Smith, Head of Strategic Development, Brands, & Agencies at Kik, talks about how Kik differentiates itself in the messaging space in this interview from Advertising Week.

Check out his interview here and see more interviews from Advertising Week on our blog.

 

Paul Kemp-Robertson, Co-Founder & Editorial Director at Contagious, talks about how he's excited about the trend of branded currencies, such a Bitcoin, as one of the trends in advertising he's excited about and how Nike is a brand that's getting advertising right. 

Check out his interview below and visit our blog for more videos from Advertising Week.

 

 

Marta Martinez, Head of Global Video Sales at AOL, says that programmatic will help facilitate more transparency in the marketplace in the next twelve months and large publishers pushing the ecosystem to create more value. She also talks about how the value of premium inventory is influenced by automated guaranteed in this interview from Advertising Week.

Check out her interview below and see more Advertising Week videos on our blog.

James Deaker, VP Revenue Management, Privacy & Policy at Yahoo, spoke to us about how programmatic is going to evolve in the next year, and how the relationship between buyers and sellers will change. More signals between the buyer and sellers will be sent, so the advertisers will have confidence in the value of the inventory they're buying. 

Check out his interview below and see more footage from Advertising Week on our blog.

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