Unlocking the Power of Multi-Channel Advertising: What Your Ad Approach May Be Missing

September 6, 2023

In today’s rapidly evolving digital landscape, crafting a successful advertising campaign demands a multi-faceted strategy that harnesses the strengths of various channels. The age-old adage, “Don’t put all your eggs in one basket,” remains a sage piece of advice in the realm of advertising. Many campaigns still limit themselves to basic utilization of platforms like Facebook and Search. However, the emergence of multi-channel advertising, specifically the integration of search, display, Facebook, and video advertising, has become a potent weapon in the marketer’s arsenal, driving heightened performance and delivering impressive results.

The Complementary Harmony of Search and Display Advertising

ComScore, a trusted authority in digital marketing analytics, has shed light on the symbiotic relationship between search and display advertising. Their research in the United States reveals that the fusion of these two advertising channels can amplify average site visits by 49% and elevate brand search queries by 40%. In Europe, these figures soar to +72% and +98%, respectively. These findings underscore how businesses can significantly enhance their visibility and engagement with their target audience by strategically using both search and display ads in tandem.

Elevating Conversions and Extending Reach

The potential for boosting performance through the combination of display and search advertising is further supported by Search Engine Watch. This dynamic duo has the remarkable capability to enhance search conversion rates by an astonishing 52%, while concurrently expanding reach by 45%. This combination not only draws potential customers but also converts them into loyal, paying clients.
The Role of Display Advertising Across the Funnel
Historically, display advertising has been linked to top-of-funnel performance. This means that display ads are particularly effective at capturing the attention of consumers who may not be actively seeking a specific product or service. Instead, they create brand awareness and lay the foundation for future interactions.

The Impact of Facebook and Video Advertising

Incorporating Facebook and video advertising into the multi-channel mix has become pivotal in the modern advertising landscape. According to Nielsen Research on Meta in 2023, brief video ads lasting less than 10 seconds can yield astonishing results. Such videos have been found to have a cumulative impact of +65% on brand awareness and +72% on purchase intent. This underscores the importance of engaging with potential customers on social media platforms like Facebook and leveraging the visual allure of video content. Short video ads can captivate users’ attention, leaving a lasting impression on brand identity and significantly influencing their purchasing decisions.

The Takeaway: A Comprehensive Approach to Advertising

In today’s multi-touch world, where consumers engage with brands through various touchpoints before making a decision, it is evident that a holistic advertising approach is essential. Relying solely on one or two channels can limit a brand’s ability to connect with potential customers at different stages of their buyer’s journey.

In conclusion, Google describes the consumer journey as the ‘messy middle’. It’s a digital ecosystem where consumer behaviour is increasingly intricate and diversified. Consequently, multi-channel advertising is no longer a luxury but a necessity. By harnessing the power of search, display, Facebook, and video advertising together, you not only enhance search performance but also bolster conversions, widen your reach, and significantly impact brand awareness and purchase intent.

Begin your journey into the dynamic realm of programmatic and digital advertising today. Reach out to the Acquire team to explore how strategic advertising can supercharge your multi-channel efforts, boost conversions, and elevate your brand to new heights. Contact us now: [email protected]