Three top trends in multichannel marketing for 2023

Programmatic advertising is experiencing a significant increase, with projections indicating that the European digital ad market will exceed US$152 billion by 2027 according to Statista (Marketing Week, 2023). It is also expected to account for 82% of digital advertising revenue. The adoption of digital channels has been driven by the advancements in programmatic technology, which provides marketers with measurement and reporting tools. As a result, marketers are increasing their investments, running larger campaigns with higher budgets and diversifying the nummer of platforms they are using.

Highlights from Digital Advertising - Europe, Statista 2023:

• Ad spending in the Digital Advertising market is projected to reach US$118.30bn in 2023.

• The largest market is Search Advertising with a market volume of US$56.55bn in 2023.

• In global comparison, most ad spending will be generated in the United States (US$271.20bn in 2023).

• The average ad spending per user in the Search Advertising market is projected to amount to US$77.91 in 2023.

• In the Digital Advertising market, 53.1% of total ad spending will be generated through mobile in 2027.

• In the Digital Advertising market, 82.0% of the Digital Advertising revenue will be generated through programmatic advertising in 2027.

• The market share of Google amounts to an estimated 34% of the Digital Advertising market and the selected region in 2022.

Trends in multichannel marketing

Here are some trends that according to Marketing Weekly are the root of the increase of programmatic advertising. By employing a multichannel strategy, marketers can leverage a combination of these channels to reach a larger portion of their target audience. This is crucial in today's programmatic landscape as consumers actively engage across various channels and devices. Use Adcredo today to learn how we can help you streamline and automate your marketing campaigns.

Multichannel campaigns are driving increased awareness

By implementing a multichannel campaign, advertisers can establish a stronger presence across different channels, reinforcing their brand, products, or services. Consistently delivering ads across channels helps remind users about your offerings, ultimately bringing potential customers closer to conversion while also building brand awareness. Additionally, a multichannel approach increases the likelihood of reaching the target audience on their preferred channels.

Multichannel campaigns is the way to reach your target audience

Multichannel campaigns covers more of the customer process by creating multiple touch-points for your target audience to find your brand. This provides advertisers with more opportunities to acquire customers. When developing a multichannel strategy, advertisers should ensure coverage across channels that guide audiences from awareness to conversion. Social media channels such as Facebook, TikTok, Snapchat, Linkedin and search ad channels such as Google Ads and Bing are all valuable channels for different stages of a consumer process. Continued exposure to a brand across diverse channels and devices helps move users further into the customer decision process, increasing the likelihood of achieving the desired conversion goal.

Multichannel campaigns are key to retargeting

Retargeting involves delivering ads to users based on their previous web-based actions, allowing advertisers to re-engage them and guide them towards conversion or other desired action. When combined with a multichannel strategy, retargeting becomes a powerful tactic. Display and visual ads are commonly used in retargeting campaigns. For example, after running a multichannel campaign across Meta ( Facebook & Instagram) and Google Ads, advertisers can retarget engaged individuals with ads on TikTok that provide custom content related to their previous interactions. This personalised approach helps nurture users through the customer decision process, increasing the likelihood of conversion.

What is Programmatic Advertising?

Programmatic Advertising is the use of automated technology for media buying (the process of buying advertising space) such as Adcredo, as opposed to traditional (often manual) methods of digital advertising.

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