Cross-channel advertising explained
Econsultancy columnist Nikki Gilliland has shared an article on explaining cross-channel advertising and how it helps brands and marketers.
Gilliland says, “While most brands or advertisers might focus on one channel, when used together the pair present an even bigger opportunity to target users at the exact right time. This can also be known as cross-channel advertising – i.e. the practice of using two or more channels in conjunction to elevate paid ad performance.
So, what exactly are the benefits of cross-channel advertising and the platforms that provide it? Here’s more on the subject along with a few case studies.
Cross-channel explained
There are huge advantages to advertising via a single channel. Google AdWords can help brands target users based on device, location, and search relevancy. Likewise, Facebook’s ad platform provides an opportunity for rich and creative targeting based on specific user profiles.
However, with users constantly switching between devices and channels, it’s easy for ads to become lost or diluted. Retargeting campaigns are often used to combat this, tracking users that have already visited a website or searched for something specific”.
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