Marketers spend a relatively large portion of their digital advertising budgets on a select group of massive publishers. Known as walled gardens, companies such as Google, Meta, Amazon, and others garner these investments due to advantages in targeting, performance, optimization, and myriad other benefits.
According to eMarketer, walled gardens are will account for more than 80% of all U.S. digital advertising spending this year.
Why are walled gardens a marketer’s best bet?
Skai’s CMO, Margo Kahnrose begins this new eMarketer Inside Intelligence video by defining walled gardens:
A walled garden is a platform that keeps its technology, information, and user data to itself. It’s a closed ecosystem where a ton of engagement happens—sometimes even commerce activity—but the records of all of that engagement and activity are kept within those walls.
On the consumer side, you are logged into these platforms, have a first-party authenticated relationship with the media, and have already opted-in to certain rules about what about your behavior can be traced or shared with marketers.
Kahnrose also explains why marketers invest so heavily in these closed ecosystems.
Watch the video
Within this short video, Kahnrose also explains why walled garden advertising is so effective for marketers and how third-party technologies can help make these platforms easier to manage and unlock maximum value—especially ones focusing on the omnichannel customer experience.
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What percentage of your budget goes to walled gardens? Skai maximizes your ROI.
Skai empowers the world’s leading brands and agencies across industries to manage omnichannel digital marketing campaigns. Our omnichannel marketing platform includes solutions for retail media, paid search, paid social, and app marketing. We’ll keep you at the forefront of the digital evolution with data and insights, marketing execution, and measurement tools that work together to drive powerful brand growth.
Client results include:
- 461% increase in Amazon Ads ROAS and 57% increase in page traffic for Bondi Sands
- 280% increase in installs for DraftKings
- 10% increase in new account openings for Royal Bank of Canada
- 756% increase in conversions for New York Magazine
- 600% increase in Facebook leads for Inova
Interested in learning more about how Skai’s omnichannel platform can help you unlock the full potential of your walled garden programs? Schedule a brief demo today to see our cutting-edge innovation for yourself.
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