LONDON – Social media usage has surged during the coronavirus pandemic as homebound consumers rely on platforms like Facebook, Instagram, Snapchat and Twitter to stay connected with the outside world. As marketers seek to reach those consumers, they face the daunting task of creating omnichannel campaigns among “walled gardens” that aren’t readily transparent and have overlapping audiences.
“We would like to have cross-channel attribution, reach and frequency, and control,” Deborah King, vice president of media activation paid social for the EMEA region at Essence, a unit of WPP’s GroupM media-buying firm, said. “Due to that not being available, it really opened up a lot of creative and innovative ways for me and my team to plan paid social campaigns.”
In this episode of “Delivering on the Promise of Omnichannel Advertising,” a Beet.TV series presented by Mediaocean, King described how marketers need to approach their paid social campaigns.
“Social is one of the biggest ecosystems where you have to be …