How marketers are tackling media fragmentation in their omnichannel campaigns
Measuring campaigns has become increasingly difficult for marketers amid media fragmentation and changes in addressability. And, as marketers pursue omnichannel campaigns to reach their audiences more effectively, obtaining comprehensive measurement across all these channels — both online and offline — only adds to that complexity.
To accompany a recent Unpacked report, diving into the ways omnichannel measurement has changed for marketers, Digiday interviewed three experts. While these complex campaigns may present some challenges, there are steps marketing teams can take to overcome these difficulties that will set them up for success long into the future.
Watch this video to see:
- Srishti Gupta, director, media measurement at Amazon Ads, discuss the complications surrounding media fragmentation
- Keerat Sharma, director, Amazon Marketing Cloud at Amazon Ads, talk about the importance of being agile within omnichannel campaigns
- Pete Burton, vice president director, decision sciences at Publicis, highlight the importance of a good ad tech stack solution
Sponsored by: Amazon Ads
More from Digiday
How to have hard conversations as a manager: The Return podcast, season 3, episode 4
To get a better understanding of why the people part of management is so important, we spoke with Julia Toothacre, a career strategist.
How Digitas North America’s Leah Askew is looking to rein in the agency’s programmatic supply sources
This year the agency plans to exit the programmatic open market and only purchase auction packages through PMP deals with a limited number of SSPs.
Publisher execs talk AI licensing deals, new applications for AI in latest earnings calls
Publicly-traded media companies touted new deals with generative AI tech companies and other new applications for the technology in their Q1 2024 earnings calls.