Omnichannel Lets Brands Reach Customers Amid Fragmentation: T-Mobiles Zapata Beet.TV [Video]

SANTA MONICA, Calif. – The fragmentation of media has made it much harder for marketers to achieve the kind of reach and scale they once enjoyed through traditional linear channels. But an omnichannel approach, informed by audience data, can help brands connect with customers more effectively across a range of different media experiences.

That’s the view of Andrea Zapata, VP of Advertising Data, Measurement & Partnerships at T-Mobile Advertising Solutions. She believes marketers need to be more thoughtful and strategic in how they reach consumers at different touch points.

“Instead of building plans or different media in silos, how do we think about the different experiences that a customer or an audience might have that could make your brand resonates based on its the vehicle?,” Zapata said in this video interview with Beet.TV.

T-Mobile Advertising Solutions is a branch of T-Mobile USA using data-driven insights to provide targeted advertising opportunities.

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