How Integrated is the Ad Landscape?
Despite the rise of cross-platform advertising, most campaigns remain limited to 1-3 media channels with print dominating standalone advertisers and mobile ads underutilized, highlighting significant opportunities for ad sales teams to drive better ROI and brand awareness by encouraging more comprehensive integration across mobile, desktop, online video, email, TV, native, and print.
Cross-platform is the new buzzword, but how integrated is advertising really? The strategic overlap of integration for ads across mobile, desktop, online video, email, TV, native, and print is based on how brands are buying.
It's especially interesting that print still dominates with the most standalone advertisers at 141,254 compared to only 889 TV-only advertisers.
Mobile ads are still significantly under-utilized, with most advertisers placing on desktop.
The biggest takeaway is the amount of opportunity for ad sales teams. Many campaigns are still only integrated across 1-3 touch points. Encouraging advertisers to place ads comprehensively across the ad landscape can lead to better results, ROI, and brand awareness.
Where do you stand—are you selling across all media channels?
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