StackAdapt Advertiser Perceptions Multi-Channel Report US

The Case For
Multi-Channel
Programmatic
Advertising
© 2023 StackAdapt Inc.
Learn how marketers are leveraging
multi-channel advertising throughout
the funnel, and which channels are most
critical for this strategy. These insights
will help you identify multi-channel ad
MULTI-CHANNEL PROGRAMMATIC ADVERTISING
performance, as well as the benefits and

challenges of this digital strategy.
To assess this opportunity, StackAdapt, in partnership with ad industry business

intelligence firm Advertiser Perceptions, conducted a survey in Q3 of 2022. The
survey included 200 agency and brand advertising decision makers across the US
with over $500k each in annual advertising spend in programmatic digital adver-
tising. The result was a research-driven report that measures advertisers’
understanding of multi-channel advertising throughout the funnel, the most crit-
ical channels, and the benefits and challenges of a multi-channel strategy.
2
Contents 1 The State of Multi-Channel Programmatic Advertising
2 The Power of Multi-Channel Advertising
3 Benefits of a Multi-Channel Approach

4 Top Channels For Multi-Channel Advertising

Video
Connected TV
In-Game Advertising
Digital Out-of-Home
5 Key Takeaways
Plan a Multi-Channel Mix
Capture the Full Funnel
Repurpose Content
Work With a Partner
6 Introduce Multi-Channel Campaigns Into Your Digital Strategy
3
1
The State of Multi-Channel

Programmatic Advertising
Programmatic advertising is a process for buying advertising

space that is automatic, rather than the traditional process
that is typically manual. This automatic process streamlines
trafficking, targeting, and placements, ensuring ads are
efficiently served at the right time and place.
There are many different channels and formats that marketers can leverage in
programmatic advertising, but some of the common ones are native, display, video,
connected TV (CTV), audio, in-game advertising, and digital out-of-home (DOOH).
It’s also possible to use a mix of complementary channels with a multi-channel strategy.
This increases the percentage of the total target audience that a programmatic campaign
can reach, and it helps advertisers to craft a cohesive brand story throughout the entire
customer journey.
4
1 THE STATE OF MULTI-CHANNEL PROGRAMMATIC ADVERTISING
Investment in programmatic spend is steadily growing as advertisers

recognize its benefits. This study found that most advertisers cited
better return on investment (ROI) and performance as the reason for
their increased investment.
40% Programmatic Advertising Why Will Your Programmatic

expect to Optimism Spend Increase?

Percent of Respondents
increase their Better ROI / Performance 19%
programmatic Expanded / More Campaigns 14%
spend over the Easy to Use / Integrate 14%
next 12 months. 40% Increase Better Targeting 12%
Increased Budgets 10%
Reallocation From Other Budgets 9%
Better Technology 7%
6%
More Inventory
57% Stay the Same
More Cost Effective 5%
3% Decrease Better Reporting / Tracking Metrics 5%
5
1 THE STATE OF MULTI-CHANNEL PROGRAMMATIC ADVERTISING
About Agency Use to Manage Programmatic

Buys in the Past 12 Months
90% Percent of Respondents
of marketers use agencies 12% 49% 39%

to manage at least some
programmatic buys. No Yes, for some of our Yes, for all of our
programmatic buys. programmatic buys.
To run programmatic campaigns, brands and

businesses typically partner with a program- Campaign Management With DSPs
matic platform or with an agency that
Over the Past 12 Months
leverages a programmatic platform. These Percent of Respondents
platforms are commonly called demand-side
platforms (DSPs). A DSP is a digital-campaign Our DSP manages
platform that provides advertisers features 12% the campaign for 2% Don’t know.
our agency.
for buying ad placements online in real time.
The study found that about 9 in 10 marketers Agency’s traders

16% Our / agency traders
use agencies to manage at least some manage campaigns.
40% co-manage
programmatic buys, and agencies are also
campaigns.
actively involved in programmatic campaign
Agency’s traders and
management.
29% the DSP co-manage
campaigns.
6
2
The Power of
Multi-Channel
Advertising
Multi-channel targeting
enables advertisers to
reach users across different
platforms and channels. This
strategy helps campaigns
gain greater reach by
capturing users who are only
using some channels.
7
2 THE POWER OF MULTI-CHANNEL ADVERTISING
Over The focus of a multi-channel campaign is creating a cohesive

message across the included channels. Advertisers may choose to
40% run a campaign across two channels, like display and audio, or
across more including video and CTV.
of advertisers The report found that more than 2 out of 5 advertisers believe
believe that multi- multi-channel advertising is extremely important in achieving
upper- and lower-funnel goals. And, 1 out of 3 view multi-channel
channel advertising is
advertising as extremely important for mid-funnel goals.

extremely important
in achieving upper-
Importance of Multi-Channel Ads in Achieving Campaign Goals
and lower- funnel Percent of Respondents
goals.
48% Upper-Funnel — Extremely Important
31% Mid-Funnel — Extremely Important

43% Lower-Funnel — Extremely Important
8
2 THE POWER OF MULTI-CHANNEL ADVERTISING
Agencies, more so than marketers, use nearly all media types in their
campaigns. But, the report found that digital video and display, along with
social media, are the most widely used channels for multi-channel campaigns.
Channels Used For Multi-Channel Campaigns

79% Digital Video 53% Advanced TV 34% Print
79% Digital Display 52% Digital Audio 32% Radio
75% Social Media 52% Linear TV 31% Out-of-Home
67% Connected TV 44% Digital Out-of-Home 24% In-Game

62% Search 38% Native
9
3
Benefits of a
Multi-Channel
Approach
A multi-channel strategy is key in

today’s programmatic landscape
because consumers are active
across various channels and
devices. Approaching targeting
holistically will help advertisers
reach users where they are:
which is everywhere.
10
3 BENEFITS OF A MULTI-CHANNEL APPROACH
Over half of advertisers see extended reach, increased awareness, ability to

reach consumers on their preferred channel, and return on investment (ROI)
as top multi-channel benefits.
Top 5 Benefits of Multi-Channel Advertising

Extends reach or scale.
54%
Provides greater opportunities for brand awareness. Better retargeting opportunities.
54% 47%
Can reach consumers on their preferred channel. Opportunities for increased ad engagement.
52% 41%
Improved ROI / ROAS. Provides consistent brand messaging across channels.
52% 38%
Client to take advantage of the unique benefits of each channel. Improved attribution.
49% 28%
11
Exceed Campaign Goals

Optimizing targeting so that it mimics the customer journey, which
typically doesn’t stay confined to one channel, helps advertisers to
achieve and exceed their campaign goals. In fact, the study found that
3 in 5 marketers believe multi-channel campaigns achieve or exceed
60%
their key performance indicators (KPIs) at least most of the time.
of marketers believe
multi-channel
Multi-Channel Campaigns Achieving / Exceeding KPIs
Percent of Respondents campaigns achieve or
exceed KPIs at least
39% 56%
most of the time.
Some of the Time Most of the Time
2% 3%
Never / Rarely Nearly All /
All of the Time
12
Cover the Entire Funnel Campaign Goals Achieved With Different Media Types
A major benefit of a multi-channel strategy

Upper-Funnel Goals Mid-Funnel Goals Lower-Funnel Goals
is that it covers the entire funnel. By
creating multiple points of contact for the
target audience, advertisers create more
opportunities for acquisition. 69%
65%
Respondents to the report shared that 61%

57%
social media, digital video, and linear TV 51%
are commonly leveraged to drive aware- 50%
ness, and search is the leading channel for
driving sales. CTV, in-game advertising, and
34%
DOOH are great channels for upper-funnel 32%
campaigns. For mid-funnel campaigns,
respondents shared that CTV and in-game 30%
are useful.
The right mix of channels ensures users are

reached regardless of where they are in the
conversion process. Continued exposure to
your brand across various channels and Connected TV Digital Out-Of-Home In-Game Advertising
devices will help drive them further into the

funnel, toward the desired conversion goal.
13
Consolidation of Top Challenges to Running Multi-Channel Ad Campaigns

Reporting Difficult to measure goals across multiple channels.
Many respondents shared that they 51%
have difficulty measuring their goals
across different channels. A multi- Channel attribution cannibalization.
channel strategy within a single 41%
platform helps to consolidate

reporting and can alleviate advertiser Difficult to manage campaigns across multiple channels.
grief. Reporting that is consolidated 40%
by one platform means the reporting
is done using the same methodology Engagement across channels is not consistent.
and technology, making the data 35%
consistent and clear across channels.
Requires different creative for each channel.
33%
Lack of internal resources or expertise to run campaigns.

30%
Lack of understanding of the benefit of certain channels being used together.

29%
It’s too expensive to run multi-channel ad campaigns.

27%
14
4
Top Channels For

Multi-Channel Advertising
One main benefit of programmatic advertising is its

adaptability to various needs throughout the marketing
funnel. Advertisers can put together a multi-channel strategy
that leverages specific channels, based on campaign goals.
We’ve broken down 4 top channels for multi-channel advertising:

Video Connected TV In-Game Digital

Advertising Out-of-Home
15
4 TOP CHANNELS FOR MULTI-CHANNEL ADVERTISING
Connected TV Optimism
Video
Video is essential for driving awareness,
which makes it an ideal medium to include
in any multi-channel campaign. Video ads
can create an emotional connection 46% Increase

between brands and consumers, capturing
undivided attention and providing an
opportunity to educate the audience, build
brand awareness, and develop trust.
This is likely why the report found such

strong CTV optimism, with almost half of
advertisers planning to increase their spend
on a channel that leverages video. 51% Stay the Same
Video is powerful on its own, but is also an

easily repurposed format. Video content
can be repurposed for social campaigns, 3% Decrease
stills from the content can be used for

display, and it even can be leveraged as a
native ad for education.
16
Top Benefits of Connected TV Ads

Connected TV Reach or scale 30%

Increased ad relevance 23%
CTV advertising is a form of programmatic
Delivers hard-to-reach audiences 23%
advertising that appears within content
streamed through a CTV device. For example, Programmatic opportunities 22%
it includes ads shown alongside TV shows or Incremental reach to linear TV 22%

livestreams viewed through streaming Ability to target customers 1:1 21%
devices like Roku.
Advanced measurement and analytics 19%
As mentioned earlier, CTV optimism is Audience quality 18%
strong. In fact, almost half of the report’s Ability to retarget viewers from a CTV ad on other devices 17%
respondents plan to increase their spend on
this channel so that they can tap into its
CPM efficiency 15%
benefits; audience reach, ad relevance, and Viewability 14%
delivery to hard-to-reach audiences. Less ad clutter 13%
Advertisers find that various targeting

Original content 13%
methods are effective in CTV ad campaigns. Brand safe environment 12%
Behavioural targeting is viewed as very Interactive ad capabilities 12%
effective by nearly half of advertisers. Better understanding of effectiveness 10%

Following behavioural, advertisers see
demographics, geo, and buyer journey as Ongoing optimization throughout the campaign 8%
most effective. Fraud-free 7%
17
Top Benefits of In-Game Ads

In-Game Advertising Ability to connect with hard-to-reach demographics 38%
In-game ads appear on in-game objects, 100% viewable, non-skippable creatives 36%
such as billboards, walls, and more during Undivided attention from user 27%
gameplay. These ads can be delivered
through programmatic advertising on Can be updated at any time 25%

gaming consoles, mobile devices, or on PCs. Increases brand awareness 23%
The goal of in-game advertising is to insert Higher engagement across touch points 23%
ads that get noticed while not interrupting Increased brand engagement 23%
the player’s enjoyment of the game. They
are non-intrusive, highly viewable, and Precise, real-time targeting 23%
drive high brand recall. Blended in-game
Increased ROI or ROAS 22%
inventory can be run at scale across
impactful suppliers and platforms around Complement another digital plan 20%
the world.
Longer exposure to ads 20%
Audience scale 20%
19%
Advertising that is less intrusive
Brand safety 17%

Cost or CPMs 16%
18
Advertisers report that connecting In-Game Capabilities of Interest

with hard-to-reach audiences, and Percent of Respondents
non-skippable creatives are
in-game advertising’s top benefits.
Because this channel is relatively 52% How in-game advertising can benefit a multi-channel strategy.
new, half of advertisers are funding
in-game ads with general or digital
budgets, while only one-third have
dedicated in-game budgets. 44% Creative best practices.

Interest in in-game advertising is
definitely growing, with adver-
tisers interested, but there's a
need for education about the 43% What audiences I can reach with in-game advertising.
value of in-game advertising, and
how to integrate it into their multi-
channel strategy.
40% “Freemium” services.
37% How in-game advertising adds value to the gaming experience.

37% Different ad formats available.
19
DOOH Capabilities of Interest

Digital Out-of-Home
51% How to integrate DOOH into a full multi-channel strategy.
Digital out-of-home (DOOH) is any digital
advertising that is found outside the home,
and in a public environment. The classic
example of a DOOH ad is an ad run on a bill-

board in Times Square. DOOH campaigns 50% Cross-screen measurement capabilities.
can be run on a variety of formats and sizes,
and in various public environments.
This report found that advertisers identify

DOOH's top benefits as reach and capturing 47% Mobile retargeting capabilities.
user attention. But only half of advertisers
have dedicated DOOH budgets, while 60% of
advertisers found DOOH advertising out of a
general ad budget.
43% Use of mobile location data to measure DOOH.
Technological innovations have made it
possible for this channel to offer advantages
that come with programmatic, like precision-

based targeting and enhanced traffic data.
40% Creative best practices.
20
As a result, advertisers are increasingly interested in this channel, particularly about

how DOOH can be integrated into a multi-channel strategy, and cross-screen
measurement. In a multi-channel campaign, DOOH is a powerful channel for gaining
large reach and establishing brand awareness.
Top Benefits of Digital Out-of-Home Ads

Audience reach or scale 45%

Offers attention-getting, high-impact ad formats 40%
Less intrusive advertising experience 38%
Ability to reach audience during path to purchase 35%
Easy programmatic activation 33%
ROI or ROAS 32%
Ability to update or optimize creative 31%

Consumer engagement 24%
21
5
Key Takeaways
The benefits of multi-channel campaigns are clear.

So, what should digital marketers be doing to get started?
Here are 4 key takeaways to consider.
Assess Capture the Repurpose Work With

Channels Full Funnel Content a Partner
22
5 KEY TAKEAWAYS
Ad Inventory Purchase By Media Type

Plan a Multi-Channel Mix < 1 year 1–3 years > 3 years Don't purchase advertising for this media type
Using a mix of complementary channels

Connected TV
increases the percentage of the total target
audience that you can reach, and it helps you
to craft a brand story throughout the entire 26% 37% 31% 6%

customer journey.
Before launching a multi-channel campaign,

it’s important to assess which channels Digital Out-of-Home
should be included to reach your target users.
CTV has high uptake amongst advertisers.
We’ve highlighted how versatile video is in a 26% 21% 32% 22%
multi-channel strategy, but don’t shy away
from rising channels like DOOH and in-game.
Channels like DOOH and in-game are an
opportunity to reach new audiences through In-Game Advertising
emerging technologies.
25% 23% 4% 38%
23
5 KEY TAKEAWAYS
Campaign Goals Achieved With Different Media Types

Capture the Upper-Funnel Goals Mid-Funnel Goals Lower-Funnel Goals
Full Funnel
69%
Multi-channel campaigns are an opportunity 65%
to capture users throughout the entire 61%

57%
marketing funnel, allowing you to build
awareness, consideration, and purchase 50% 51%
simultaneously.
Advertisers lean toward leveraging CTV 34%

32%
and in-game for their upper-funnel goals,
and search, social, and display for their 30%
lower-funnel goals. When building out your
multi-channel strategy, ensure that you
have coverage across channels that will
guide your audience from awareness
through to conversion.
Connected TV Digital Out-Of-Home In-Game Advertising
24
5 KEY TAKEAWAYS
Top Challenges to Running Multi-Channel Ad Campaigns

Repurpose Content Difficult to measure goals across multiple channels.

51%
One pain point that advertisers identified
Channel attribution cannibalization.
as a challenge in running multi-channel
campaigns is that running ads on various 41%
channels requires different creative assets.

Difficult to manage campaigns across multiple channels.
Repurposing content is one strategy for 40%
overcoming this barrier. For example,
Engagement across channels is not consistent.
display and video ads can be repurposed to
run on in-game, and stills from video ads 35%
can be leveraged as display ads that have
Requires different creative for each channel.
in-banner video.
33%
Repurposing content can be done not just
across your programmatic channels, but Lack of internal resources or expertise to run campaigns.
across search and social as well. This will 30%
extend the reach of campaigns to channels
that drive performance, without the need Lack of understanding of the benefit of certain channels being used together.
for more investment in creative. 29%
It’s too expensive to run multi-channel ad campaigns.

27%
25
5 KEY TAKEAWAYS
Work With a Partner

Working with a programmatic partner comes with many benefits. Advertisers
can expand and diversify their service offering, execute campaigns across a
variety of channels and devices, and reach tailored audiences.
61%
A programmatic partner will support advertisers in finding, tracking, and

sharing the metrics that are most important for clients. They will also
of advertisers use a
support marketers in improving campaign ROI, provide access to tactics combination of managed
that previously were cost prohibitive, and allow for more testing and
experimenting to drive multi-channel performance. and self-service when
working with a DSP.
Campaign Management With DSPs Over the Past 12 Months

61% 24% 15%
Both Self-Service Managed / Full-Service
26
6
Introduce Multi-Channel
Campaigns Into Your
Digital Strategy
Based on our research, it is clear that multi-channel

advertising is gaining increasing relevance.
Advertisers are recognizing the benefits of running
campaigns across several channels.
The best way to overcome the challenges of multi-channel

advertising, which include measurement, management, and
developing creative, are to partner with a programmatic platform
that supports multi-channel campaigns, leverage one platform for
consolidated reporting, and repurpose content across channels.
27
StackAdapt is a self-serve programmatic advertising platform used by the most
exceptional digital marketers. This state-of-the-art platform is where some of the
most progressive work in machine learning meets cutting-edge user experience.
Ad buyers plan, execute, and manage data-driven digital advertising campaigns
across all devices, inventory and publisher partners.
For more information, visit stackadapt.com.
Advertiser Perceptions is the global leader

providing data-driven business intelligence for
the advertising industry. They provide
consultative solutions critical to the success of
the world’s leading media and ad tech
companies, agencies and marketers. Their
exclusive insights, practical advice, and expert
guidance produce solutions that deliver results

and enable their clients to thrive in today’s
complex and competitive advertising market.
www.stackadapt.com [email protected]
28

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The Case For

performance, as well as the benefits and

To assess this opportunity, StackAdapt, in partnership with ad industry business

2 The Power of Multi-Channel Advertising

3 Benefits of a Multi-Channel Approach

4 Top Channels For Multi-Channel Advertising

6 Introduce Multi-Channel Campaigns Into Your Digital Strategy

The State of Multi-Channel

Programmatic advertising is a process for buying advertising

Investment in programmatic spend is steadily growing as advertisers

40% Programmatic Advertising Why Will Your Programmatic

expect to Optimism Spend Increase?

About Agency Use to Manage Programmatic

of marketers use agencies 12% 49% 39%

To run programmatic campaigns, brands and

The study found that about 9 in 10 marketers Agency’s traders

Over The focus of a multi-channel campaign is creating a cohesive

advertising as extremely important for mid-funnel goals.

31% Mid-Funnel — Extremely Important

43% Lower-Funnel — Extremely Important

Channels Used For Multi-Channel Campaigns

79% Digital Video 53% Advanced TV 34% Print

79% Digital Display 52% Digital Audio 32% Radio

75% Social Media 52% Linear TV 31% Out-of-Home

67% Connected TV 44% Digital Out-of-Home 24% In-Game

62% Search 38% Native

A multi-channel strategy is key in

Over half of advertisers see extended reach, increased awareness, ability to

Top 5 Benefits of Multi-Channel Advertising

Extends reach or scale.

Provides greater opportunities for brand awareness. Better retargeting opportunities.

Improved ROI / ROAS. Provides consistent brand messaging across channels.

Exceed Campaign Goals

A major benefit of a multi-channel strategy

Respondents to the report shared that 61%

The right mix of channels ensures users are

devices will help drive them further into the

Consolidation of Top Challenges to Running Multi-Channel Ad Campaigns

platform helps to consolidate

Lack of internal resources or expertise to run campaigns.

Lack of understanding of the benefit of certain channels being used together.

It’s too expensive to run multi-channel ad campaigns.

Top Channels For

One main benefit of programmatic advertising is its

We’ve broken down 4 top channels for multi-channel advertising:

Video Connected TV In-Game Digital

can create an emotional connection 46% Increase

This is likely why the report found such

Video is powerful on its own, but is also an

stills from the content can be used for

Top Benefits of Connected TV Ads

Connected TV Reach or scale 30%

it includes ads shown alongside TV shows or Incremental reach to linear TV 22%

Advertisers find that various targeting

effective by nearly half of advertisers. Better understanding of effectiveness 10%

Top Benefits of In-Game Ads

In-Game Advertising Ability to connect with hard-to-reach demographics 38%

through programmatic advertising on Can be updated at any time 25%

Advertising that is less intrusive

Brand safety 17%