UA diversification: CTV, DOOH, podcasts, and radio?!?

Growth Masterminds: mobile growth podcast

Almost all growth marketers want diversification. Diversification was almost unanimously chosen as a key focus by over 100 UA pros when I recently asked them during a webinar. So how do you do it? In this episode of Growth Masterminds, we chat with Angelina Marmorato, VP at Lemma, about omnichannel via emerging (and old!) media. Omnichannel is kind of an old world in digital marketing, but maybe it's time to revive it. We talk about digital out of home (DOOH), connected TV (CTV), and audio, including both podcasts and radio, which is increasingly available via programmatic purchasing. We also chat about the challenges and potentials of each platform, highlighting their relevance for performance marketers, plus key strategies for targeting, audiences, and measurement. 00:00 Meet Angelina Marto: VP at Lemma 01:23 Understanding Omnichannel Platforms 01:50 Exploring Emerging Media 02:51 The Evolution of Out-of-Home Advertising 03:55 The Rise of Digital Radio and Podcasts 05:20 The Nostalgia of Traditional Radio 07:08 Hyper-Local Targeting in Advertising 08:24 The Explosion of CTV 10:52 Challenges and Opportunities in CTV 15:41 Gotchas and Measurement in New Media 21:40 Final Thoughts and Insights