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Improve Cross-Channel Media Campaign Performance: 6 Challenges And Solutions

  • - LiveRamp
  • 3 min read

Retail Media Networks (RMNs), Connected TV (CTV), and media platforms offer advertisers a vast number of unique opportunities to reach their target audiences through paid media campaigns. Managing campaigns across these different channels has always been a challenge, but has become particularly complex with the evolving privacy regulations, cookie deprecation and data fragmentation. Today, advertisers are faced with several obstacles in maximizing the effectiveness and Return On Ad Spend (ROAS) of their media campaigns.

In this blog, we’ll explore the 6 challenges companies face when working across RMNs, CTV, and media platforms with solutions to overcome these obstacles to improve the effectiveness of their campaigns and drive growth for their business.

1. Fragmentation

Challenge: Consumers spend their time across an unprecedented number of channels. Each channel operates differently, with unique requirements, capabilities, and data structures. This fragmentation can make it difficult for advertisers to manage and optimize campaigns across each of these channels and compare performance. 

Solution: Working within a platform that offers cross-channel campaign management, allows advertisers to unlock previously inaccessible data across all forms of advertising—TV, CTV, social media, digital, and programmatic—through secure, privacy-enhancing data collaborations that enable truly comprehensive cross-screen measurement and analysis. 

2. Limited Transparency

Challenge: Platforms such as Google, Amazon, and Facebook, offer limited visibility into their algorithms and data, making it difficult for companies to understand how their campaigns are performing and why. While new privacy regulations have made this more complex, they’ve  also opened the door to new opportunities to explore privacy-enhancing technologies. 

Solution: To address this challenge, these platforms have stood up their own clean rooms, enabling brands access to granular-level data that is not available outside of these environments. With deeper insight into performance within each of these clean rooms, companies can then focus on the metrics they can measure, such as clicks and conversions, and leverage cross-channel attribution modeling to determine the impact of each channel on their overall campaign performance.

3. Data Silos

Challenge: Each channel operates with its own data silo, making it difficult for companies to integrate data from different channels and gain a comprehensive view of their customers’ behavior and preferences throughout the entire campaign lifecycle. 

Solution: Many companies have invested or plan to invest in an identity solution that enables ecosystem connectivity to unify all of their customer data across channels, gain a more comprehensive view of their customers, and deliver more effective advertising campaigns. As advertisers look to enrich their own first-party data with other data, clean rooms can play an interesting role in furthering their data strategy by allowing them to securely access user-level data from strategic partners, wherever that data resides.

4. Compliance

Challenge: Companies need to adhere to different privacy and data protection regulations, which can be complex and challenging to navigate. 

Solution: To address this challenge, companies can work with partners who have expertise in data privacy and data ethics to implement robust data governance policies. Best practices are to remove directly identifiable personal information, prioritize solutions that minimize the copying and moving of data, tailor data access, and leverage secure, privacy-enhancing technologies. 

5. Resource-Intensive

Challenge: Managing campaigns across multiple channels requires significant resources, including time, expertise, and technology. Companies may struggle to allocate these resources effectively, leading to suboptimal campaign performance. 

Solution: Working with a partner who can provide expertise and technology to not only manage campaigns across channels, but also leverage automation to reduce the manual labor, would reduce the burden on your team and allow more time to focus on strategic initiatives and planning.

6. Attribution

Challenge: Cross-channel attribution has always been a challenge, as it can be difficult to determine which channel or combination of channels is truly driving the most conversions and revenue. As more touchpoints emerge within CTV and commerce  media networks, this becomes increasingly more important for advertisers to overcome. 

Solution: To address the challenge of cross-channel attribution, advertisers can employ a multi-touch attribution model that analyzes consumer touchpoints across various channels. By utilizing advanced analytics and machine learning algorithms, advertisers can identify the most effective channels and optimize marketing campaigns for better conversions and revenue.

Putting It Into Practice

Maximizing paid media campaigns across different channels requires overcoming several challenges. By leveraging methods such as cross-screen measurement, data governance policies, automation, and cross-channel attribution modeling, companies can overcome these challenges and maximize the effectiveness of their campaigns. Learn how data clean rooms can help companies achieve higher ROAS.