"The infinite options available - there are more than 32,200 linear channels and 89 unique streaming sources in the U.S. alone - can often feel more like a challenge and less like an opportunity. But by simplifying media planning and buying, leveraging automation and unifying data and audiences across platforms, local advertisers are deriving more value from their campaigns and driving better business outcomes - vital in an environment in which marketers everywhere are forced to do more with less."
"While fragmentation continues to challenge local advertisers, the industry is rallying around smarter, more scalable solutions - a theme that continues to come through strongly in conversations, including at Cannes Lions. Much of the discourse is centered on channels that are especially relevant to local advertisers, including streaming video and audio. "It's a tough environment, especially for businesses with regional focus and limited budgets," said Jenn Donohue, director local ad sales, Amazon Ads. "They want scale, clarity and results - not complexity.""
54% of advertisers cite media fragmentation as their top challenge, which creates friction for regionally focused advertisers with limited resources. More than 32,200 linear channels and 89 unique streaming sources in the U.S. create complexity and make options feel like a challenge rather than an opportunity. Simplifying media planning and buying, leveraging automation, and unifying data and audiences across platforms helps local advertisers derive more value and drive better business outcomes. The industry is moving toward smarter, scalable solutions centered on streaming video and audio, and local streaming TV ads now represent a significant portion of many marketers' annual revenue.
Read at Digiday
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