(Original post by Keith Ahern available on iMedia Connection)
The digital media landscape is highly fragmented. According to data from October 2014 collected by Pew Research Center, 64 percent of American adults own a smartphone, 42 percent own a tablet, and 32 percent own an e-reader. With so many devices and digital platforms, the cost of creative production prevents brands from expanding to the channels where they can best reach their audience.
The emerging trend of native advertising, where the line between content and advertising becomes blurred, is a portent of things to come. One thing that has become clear is that content needs to be specifically designed and tailored to the channels that the user has decided to consume content through — whenever they want it, on whatever device they are using.
In this new digital advertising landscape, a clear understanding of how to execute rich media creative messaging optimized for multiple channels is essential. Here are the three possible routes for publishers and digital advertisers looking to best execute rich media creative for any device channels: