Addressable Display Advertising – The next revolution in multi-channel marketing?
Callcredit have now issued their latest briefing paper: Addressable Display Advertising - The next revolution in multi-channel marketing?
Written by Paul Kennedy, the paper looks at how the range of media by which consumers can be addressed directly has gradually evolved over recent years. The latest arrival - addressable display advertising - is possibly the most revolutionary of all.
This now raises the questions of:
- What new audience targeting options are now available?
- What are the implications for influencing mixed mode channel switching behaviours by tracking behaviours across channels?
This paper looks at opportunities now created for brands in the UK and considers a planning approach that can be used to create multi-channel campaigns - now or in the future. Whilst the opportunity to use data to drive better multi-channel marketing is clearly there, Callcredit research has shown that only a minority of respondents describe their marketing as integrated across channels.