In many cases, having a wealth of options is a good thing. But when you have too many options to choose from, how do you know that you are making the right choice? This is the situation that many chief marketing officers (CMOs) find themselves in when it comes to the array of advertising models available in today’s digital media market.
Savvy marketing leaders understand the importance of digital. No longer an add-on or an afterthought to a media or marketing strategy, digital is often the foundation of efforts to reach consumers and differentiate companies from the competition. As such, it is key for marketing organizations to get their digital strategies right to maximize the potential of these new models.
Marketers do have a wealth of opportunities to consider—from Programmatic Buying and Real-time Bidding (RTB) that automate both the targeting and buying of digital ads, and Convergence Buys that bring efficiency across screens, to Pay for Performance (PFP) buys where advertisers only pay when certain metrics are achieved. What must CMOs know about these advertising models before they decide where to investment?