Cross-channel advertising software enables businesses to plan, manage, and optimize paid advertising campaigns across three or more digital channels, including search, display, mobile, social, and video, through a single platform, giving marketers access to a wider variety of audiences and the unique benefits of each channel.
Core Capabilities of Cross-Channel Advertising Software
To qualify for inclusion in the Cross-Channel Advertising category, a product must:
- Manage and serve ads across three or more of the following digital advertising channels: search, display, mobile, social, video
- Offer features for uploading or creating online advertisements
- Provide workflows for effectively managing and trafficking ads within the platform
- Track key success metrics including reach, conversions, and ROAS
Common Use Cases for Cross-Channel Advertising Software
In-house marketing teams and advertising agencies use cross-channel advertising software to diversify and unify their digital advertising strategies. Common use cases include:
- Running coordinated campaigns across search, social, and display from a single management interface
- Buying ads in real time via integrated demand-side platform (DSP) capabilities
- Tracking and reporting unified ROAS and conversion metrics across all active channels
How Cross-Channel Advertising Software Differs from Other Tools
Cross-channel advertising platforms consolidate what individual channel tools handle separately, including paid search, display, mobile, and video advertising, into a unified workflow. They may also integrate with a demand-side platform (DSP) for programmatic ad buying, and connect with supply-side platforms (SSPs) and app monetization platforms used by publishers.
Insights from G2 on Cross-Channel Advertising Software
Based on category trends on G2, unified campaign management and cross-channel performance reporting stand out as standout capabilities. Improved advertising efficiency and reduced overhead from managing multiple channel-specific tools stand out as primary benefits of adoption.