The Future Of Omnichannel Media Buying Is Programmatic

October 6th, 2017

Susan Bidel

Samantha Merlivat

With contributors:

Srividya Sridharan , Melissa Parrish , Wei-ming Egelman , Christian Splaine , Ian McPherson

Summary

Marketing leaders are embracing omnichannel advertising to create connected experiences that drive better results. How? By using programmatic approaches to make data-driven media buying decisions. A programmatic mindset serves as a foundational layer for making omnichannel advertising easier. But to transform multichannel media strategies into omnichannel ones, B2C marketers must understand and overcome internal and external complexities that stand in the way of omnichannel media buying. In this report, we outline the future of omnichannel media buying. This is an update of a previously published report; Forrester periodically reviews and updates the report for accuracy and continued relevance.

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