Omnichannel Reach: Programmatic Advertising on the Open Web
In the modern digital landscape, it is easy to fall into the trap of thinking that the internet starts and ends with social media. Platforms like Facebook, Instagram, and LinkedIn are undeniably powerful, but they are what industry experts call “Walled Gardens.” They are closed ecosystems where the platform owns the data, the rules, and the audience.
But here is the reality: Your customers do more than just scroll social media.
The 50% Rule
Recent data suggests that users spend more than 50% of their time on the “Open Web.” This includes everything outside of social media apps: reading the morning news, checking weather updates, researching hobbies on niche blogs, and using utility apps. If your marketing strategy is 100% focused on social platforms, you are effectively invisible for half of your customer’s online life.
At Emulous Media, we help brands break out of these walled gardens using Programmatic Advertising.
What is the Open Web?
The Open Web consists of millions of independent websites and apps that aren’t owned by a single tech giant. This is where the world’s most premium content lives. We’re talking about The New York Times, Forbes, ESPN, and thousands of specialized trade publications.
In the past, advertising on these sites required massive budgets and direct contracts with publishers. Today, Programmatic Advertising has leveled the playing field. It allows small-to-medium businesses to bid on this premium inventory in real-time, placing their banner ads exactly where their customers are already consuming content.
The Power of Omnichannel Omnipresence
There is a psychological phenomenon in marketing known as “Omnipresence.” When a prospect sees your ad on Instagram in the morning, reads a news article with your banner ad in the afternoon, and sees your brand again on a weather app in the evening, they subconsciously perceive your brand as a market leader.
This “omnichannel” approach creates a seamless web of visibility. By following the user across the Open Web, you stay top-of-mind without being intrusive. At Emulous Media, we don’t just “run ads”; we build a presence. We ensure that when your customer is ready to make a purchasing decision, yours is the only brand they remember.
Escaping the Rising Costs of Social Media
As more businesses crowd into the walled gardens of social media, ad costs (CPMs) continue to climb. The Open Web often provides a much more cost-effective alternative with lower competition for high-quality attention. By diversifying your spend into Programmatic Advertising, you protect your business from the volatility of social media algorithms and rising costs.
Don’t let your growth be dictated by a single platform’s algorithm. It’s time to claim your space on the Open Web and meet your customers wherever they are.