Forrester published a report written by VP and Principal Analyst Joanna O’Connell titled “Now Tech: Omnichannel Media Management, Q2 2019, Tools And Technology: The Omnichannel Advertising Playbook on the 14th June 2019 with co-authors Brigitte Majewski, David Novitzky and Christine Turley.
This research report defines omnichannel media management, identifies key functional areas buyers should watch for and gives them a lay of the vendor landscape. Criteo is cited as a large player alongside Amazon, Facebook, Google, Verizon Media and Xandr.
The report also provides actionable advice to clients on how to manage their omnichannel advertising investments. Its main thread is that marketers should pursue a more omnichannel approach to media management, or in other words to advertise on all media channels relevant to their customers in order to deliver the best customer experience (CX) as possible. This is complicated as advertisers often have a tech stack that is far too complex to be able to synchronise and sequence messaging across channels.
Forrester recommends marketers should rethink their stacks to prioritise CX, map our current technologies, processes and people/skills, decide on whether to go for best-of-breed vs. consolidated.
And finally, the report pleads to marketers “Don’t let the walled gardens dictate your advertising approach.” In this final paragraph, O’Connell suggests brands should either push for a “clean room solution” or carefully assess where their consumers actually spend their time -and invest there.
This research paper has been independently authored by Forrester and may differ from Criteo’s official position, Criteo and other players briefed the analyst.
Read the full report here, courtesy of Criteo.