Marketers have reached an inflection point with media fragmentation, with 54% of advertisers citing it as their top challenge according to research by Amazon Ads. This fragmentation creates friction, especially for advertisers with a regional focus and limited resources.
The infinite options available — there are more than 32,200 linear channels and 89 unique streaming sources in the U.S. alone — can often feel more like a challenge and less like an opportunity. But by simplifying media planning and buying, leveraging automation and unifying data and audiences across platforms, local advertisers are deriving more value from their campaigns and driving better business outcomes — vital in an environment in which marketers everywhere are forced to do more with less.
While fragmentation continues to challenge local advertisers, the industry is rallying around smarter, more scalable solutions — a theme that continues to come through strongly in conversations, including at Cannes Lions. Much of the discourse is centered on channels that are especially relevant to local advertisers, including streaming video and audio.
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