Tech Mix: Solving Wanamaker’s Riddle
This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: tech mix. Tech mix can be described as a force that enables businesses to pursue omni-channel marketing. It has two dimensions. First, consumers today spend time on multiple devices (or multiple screens) and this sort of multihoming creates an interdependency between devices that firms can tap into. Second, consumers are exposed to multiple ad messages in different ad formats for the same brand across different channels at different points in time in their path to purchase. This creates potential omni-channel synergies. These two dimensions of tech mix influence consumers' behavior in non-trivial ways and have made digital attribution the holy grail of advertising.