From Deadpool to Donald Trump, multichannel media is dominating 2016, and it?s about time. E-commerce, mobile applications and social media have all been huge for years now, leaving some of us wondering if offline media was dead.
Despite the ascendancy of digital channels, more than 50 percent of online ad impressions aren?t actually seen by people. That?s because current tracking technology counts one-half of a banner appearing for one second on an audience member?s screen as a ?view,? making it difficult to accurately measure how effective an online ad is. But when your brand is all over the social media news feeds, search result screens, banner ads on third-party publications and?gasp–the walls of public spaces, that?s when you can really make an impression. Today it?s all about finding the best multichannel mix. Internet-driven companies like Uber use outdoor, print and broadcast media for visibility. Brick-and-mortar businesses are turning to online advertising to ensure their survival. Research by TVTY shows that 67 percent of brands plan to spend more this year on digital campaigns triggered by offline events than last year.
What?s more, consumers respond amazingly well to multichannel interaction. The more they see your brand, the more they?ll buy. Fluent found that 62 percent of people who interact with their favorite brands on 10 or more channels make in-store purchases from those brands weekly, and 49 percent report the same for online purchases.
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