SANTA MONICA, Calif. – The fragmentation of media has made it much harder for marketers to achieve the kind of reach and scale they once enjoyed through traditional linear channels. But an omnichannel approach, informed by audience data, can help brands connect with customers more effectively across a range of different media experiences.
That’s the view of Andrea Zapata, VP of Advertising Data, Measurement & Partnerships at T-Mobile Advertising Solutions. She believes marketers need to be more thoughtful and strategic in how they reach consumers at different touch points.
“Instead of building plans or different media in silos, how do we think about the different experiences that a customer or an audience might have that could make your brand resonates based on its the vehicle?” Zapata said in this video interview with Beet.TV.
Reaching a Third of the Nation
T-Mobile Advertising Solutions is a branch of T-Mobile USA using data-driven insights to provide targeted advertising opportunities.
As a connectivity company, T-Mobile has a broad reach. Its network provides coverage to about a third of the U.S. population, with 126+ million devices.
This network data, which captures web browsing and app engagement, can be used to build audience segments for targeting and optimization across T-Mobile’s digital out-of-home, retail media network and its Magenta Advertising Platform.
Zapata said that data can prove, for example, that an add for coffee mobilized a viewer to go in to a store, browse a site or engage in an app.
“First party data is the name of the game, especially as things get trickier and trickier with the loss of the cookie and the ways in which the world is going,” she added. “But we’ve got to be very mindful and thoughtful about how we utilize that data to do everything from audience activation out to outcomes.”
Context Matters
The context in which ads appear throughout the omnichannel experience is also important. A 15- or 30-second ad spot in a lean-back CTV environment is very different from a fleeting impression via digital out-of-home.
Mobile experiences are more one-to-one and personalized. As an industry, there’s still a lot to learn about what kind of creative and ad length is most appropriate and effective in different contexts, Zapata suggested.
“I think we’ve got a lot to learn,” Zapata said. “But we’re excited to do so in the coming year.”
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