Exploring the value of integrated digital marketing platforms

Wednesday, December 18, 2013 | 12:18 PM

Cross-posted from the DoubleClick Advertisers blog

Today, marketers and agencies have countless opportunities to engage audiences with rich formats across channels and devices. And to help them capture the full opportunity, they have an abundance of ad technology solutions to choose from. In fact, the average number of ad tech platforms deployed by organizations grew from 4.3 to 4.7 this year.1

But marketers also know the real opportunity lies in creating unified, cross-channel digital experiences that span multiple touchpoints. 75% of marketers and agencies believe that an integrated platform can meet all their marketing needs - a 23% increase from 2012. And they believe the benefits range from improved customer insights, better campaign performance, and more efficient use of marketing resources.

In our new collection of insights, “Exploring the Value of Integrated Platforms,” you can see how top marketers and agencies are approaching unified buying to transform their businesses and maximize the impact of their marketing. In this collection, you can see how marketers are investing in integrated ad technology platforms to unlock the full potential of digital marketing for their organizations. We look at the latest trends in adoption, case studies and perspectives from industry leaders to answer questions like: What do today’s organizations want from digital marketing platforms? What is the value of an integrated digital platform? How are marketers investing in newly available technologies? How are they measuring success?

In the coming weeks, we will add more research, best practices and perspectives to the collection. You can stay on top of new updates by subscribing to our newsletter and following us on our Google+ page.

"Unraveling the Digital Display Industry: Understanding the Tools and Benefits of Digital Marketing", DoubleClick by Google, Dec. 2013