For over a decade, marketers have allocated a majority of their media budgets to search and social media platforms. Doing so, they have exhausted their target reach and revenue potential of these platforms. And despite continuous optimization advertisers have not been able to scale the campaigns beyond a certain point to get incremental gains for their business.

Successful marketers know that if they want their businesses to grow exponentially, they must find ways to reach new customers on the right platforms, at the right time.  They must diversify their marketing mix and identify alternate channels where their target audience is more engaged, for their campaigns to be most impactful. Smart brands need to integrate these additional channels for a holistic paid media strategy rather than limiting the spending to search and social media.