4C Insights：2018年跨渠道广告策略报告（英文版）(14页).pdf

1、Making Audiences Actionable ENVISIONING A FRICTIONLESS CROSS-CHANNEL ADVERTISING FUTURE Justin Fromm VP Business Intelligence, Advertiser Perceptions Published June 19, 2018. Updated June 28, 2018. Making Audiences Actionable 2018 Advertiser Perceptions and 4C Insights, Inc. Page 2 INTRODUCTION The

2、media landscape has been permanently disrupted. Attention, conversation, and commerce now take place on an endlessly multiplying array of devices and environments, often on several simultaneously. This delivers convenience for consumers but adds complexity and technological challenges for marketers

3、trying to understand and connect with them. “While we as marketers are looking at different media in silos,” explains Jeff Ratner, Chief Media Officer at iCrossing, “at the end of the day the consumer isnt.” Understanding the need to reach consumers seamlessly as they experience ads and interact wit

4、h brands across multiple platforms, marketers are adopting cross-channel marketing approaches. Advanced TV and in-house social teams, for instance, have created new opportunities to create holistic, cross-channel media plans. While these channels are a step toward aligning touchpoints and improving

5、campaign outcomes, they still dont completely bridge the gap between how consumers consume and how marketers market. The question remains: how do advertisers identify and reach their target audience effectively and efficiently everywhere they are? The advantages and challenges of digital and TV incl

6、uding reach, growth, and transparency are cross-pollinating in a way that necessitates a nimble and frictionless cross-screen media solution that puts audiences at the center of strategies. “We need to open up the conversation to lifetime value and overarching business metrics versus downstream medi