The Omnichannel Edge The Omnichannel Edge

Better together

Connected TV

High angle view of a laptop and a phone on a desk

Display/video

Digital out-of-home

Woman in a living room reaching for a smart speaker

Audio

Successful connected campaigns tie together the strengths of each channel to deliver a cohesive experience across the customer journey. Click on the tiles to learn more.

Explore our latest research to see how connecting your omnichannel campaigns delivers better performance for brands and a better experience for consumers.

Making the most of every moment

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Our groundbreaking research found that audience-first connected omnichannel campaigns offer distinct benefits for brands and consumers. Here are some of the key findings.

The omnichannel edge

Subway platform with digital out-of-home on the side

While waiting for his morning train, Cameron sees a DOOH ad. The creative is bold and exciting but unobtrusive — a perfect primer for a balanced omnichannel campaign.

A prime opportunity for priming

DIGITAL OUT-OF-HOME

Connected TV

The visual nature of Connected TV (CTV) creates a perfect opportunity to build emotional connection through storytelling over an extended media session, when attention is high.

Display/video

Of all media, display and video benefit most from being part of an omnichannel campaign. They’re ideal for creating brand awareness and driving tangible calls to action.

Audio

Whether it’s through podcasts, playlists, or radio, audio offers the chance for immersive storytelling in a hands-free context where no other media can reach audiences.

Digital out-of-home

Priming audiences through digital out-of-home (DOOH) makes other channels more effective. It excels in encoding strong brand messages into long-term memory in a non-intrusive manner.

Three friends in a living room watching connected tv together

“I get tired of seeing the same ads again and again on the same channel.”

2 in 3 people agree

Man sitting on a couch working on his laptop. His mobile phone is nearby

1.5x

2.2x

more persuasive than disconnected campaigns

less fatiguing than disconnected campaigns

Connected omnichannel campaigns tested were

A woman standing over her desk, holding a phone and looking at a laptop

1.5x

1.9x

more immersed

more connected with the content

Consumers shown these campaigns were

In-depth, one-of-a-kind research

We asked 6,000 people to complete a 20-minute quantitative survey, then fill out diaries capturing their in-the-moment interactions with media over five days. We also conducted controlled tests with 78 people to measure neurological responses to connected versus disconnected ad campaigns.

LEARN MORE ABOUT THE RESEARCH

Cameron laying in bed at night browsing on his mobile phone

In bed, Cameron skims through a few news stories on his phone, where a personalized video ad spurs him to click through and make a purchase.

Last-minute browsing before bedtime

ONLINE VIDEO

DOWNLOAD THE REPORT

Cameron cooking in the kitchen, reaching for his propped-up mobile phone

Check out a day in the life of Cameron to see how you can use a connected omnichannel strategy to put your audience first — and your brand front of mind.

Connecting the dots of the customer journey

Interior of a busy train. Hands hold on to railing and supports

What better way to kickstart the day than catching up with a favorite podcast on the way into work? Like podcasts, audio ads are highly engaging — and even more so when placed in shows with similar topics.

Listening to podcasts during the morning commute

AUDIO

High angle view of a laptop and phone on a desk

During the busy workday, Cameron finds time to stay up to date with the news and his favorite websites. For advertisers, it’s a great opportunity to give a little nudge to consumers who are interested or in-market.

Taking a break to browse the web

DISPLAY/VIDEO

Cameron cuts a tomato while listening to streaming audio

At home, Cameron pulls up his Let Him Cook Playlist and hits the cutting board. Audio’s hands-free nature creates a unique opportunity to reach audiences when they’re highly immersed.

Getting in the zone with a cooking playlist

AUDIO

Cameron sitting on the couch with a friend. They're both watching Connected TV

After a busy day, Cameron winds down by checking out that new show everyone’s talking about. CTV engages audiences when they’re most leaned in, which creates a unique opportunity to build emotional connection.

Kicking back with Connected TV

CONNECTED TV

Ready to dive deeper? Discover all the ways connected omnichannel campaigns can improve brand performance and the customer experience. Download our report today.

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Priming with DOOH makes other channels more effective

Audio

Display/Video

CTV

59%

of DOOH ads are viewed in the morning

89%

of podcast listeners say they’re engaged with the content

Running audio after a DOOH ad can increase connection 5.3x

DOOH

72%

of people browse to stay informed

When used in an omnichannel campaign, display and video can drive

DOOH

Audio

4.7x

greater attention

5.8x

better connection

55%

of people listen to music for motivation

Audio can boost recall and serves as a mood primer

77%

of people watch CTV to unwind and relax

57%

of people watch for over one hour

DOOH

Audio

CTV

Online video is more effective when run toward the end of a campaign

55%

of online video is viewed on a smartphone

7:00AM

7:30AM

10:30AM

6:00PM

8:00PM

10:00PM

7:00AM

7:30AM

10:30AM

6:00PM

8:00PM

10:00PM

7:00AM

7:30AM

10:30AM

6:00PM

8:00PM

10:00PM

7:00AM

7:30AM

10:30AM

6:00PM

8:00PM

10:00PM

7:00AM

7:30AM

10:30AM

6:00PM

8:00PM

10:00PM

7:00AM

7:30AM

10:30AM

6:00PM

8:00PM

10:00PM

7:00AM

7:30AM

10:30AM

6:00PM

8:00PM

10:00PM

59%

of DOOH ads are viewed in the morning

Online video is more effective when run toward the end of a campaign

57%

of people watch for over one hour

Cameron and friend sit on the couch watching connected tv

Kicking back with Connected TV

55%

of people listen to music for motivation

72%

of people browse to stay informed

Cameron in the kitchen, cooking, reaching for his phone

Check out a day in the life of Cameron to see how you can use a connected omnichannel strategy to put your audience first — and your brand front of mind.

Connecting the dots of the customer journey

59%

of DOOH ads are viewed in the morning

A subway platform with digital out-of-home in the sides

A prime opportunity for priming

While waiting for his morning train, Cameron sees a DOOH ad. The creative is bold and exciting but unobtrusive — a perfect primer for a balanced omnichannel campaign.

Interior of a busy train. Hands are holding on to railings and support

Listening to podcasts on the morning commute

What better way to kickstart the day than catching up on a favorite podcast on the way into work? Like podcasts, audio ads are highly engaging — and even more so when placed in shows with similar topics.

Taking a break to browse the web

Getting in the zone with a cooking playlist

At home, Cameron pulls up his Let Him Cook Playlist and hits the cutting board. Audio’s hands-free nature creates a unique opportunity to reach audiences when they’re highly immersed.

Last-minute browsing before bedtime

In bed, Cameron skims through a few news stories on his phone, where a personalized video ad spurs him to click through and make a purchase.

Priming with DOOH makes other channels more effective

Running after a DOOH ad can increase connection

5.3x

When used in an omnichannel campaign, display and video can drive 4.7x greater attention 5.8x better connection

Audio can boost recall and serves as a mood primer

77%

of people watch CTV to unwind and relax

89%

of podcast listeners say they’re engaged with the content

7:00AM DIGITAL OUT-OF-HOME

7:30AM AUDIO

10:30AM DISPLAY/VIDEO

6:00PM AUDIO

10:00PM ONLINE VIDEO

8:00PM CONNECTED TV

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Services privacy policy

Opt out

Ready to dive deeper? Discover all the ways connected omnichannel campaigns can improve brand performance and the customer experience. Download our report today.

Connected TV

The visual nature of Connected TV (CTV) creates a perfect opportunity to build emotional connection through storytelling over an extended media session, when attention is high.

Display/video

Of all media, display and video benefit most from being part of an omnichannel campaign. They’re ideal for creating brand awareness and driving tangible calls to action.

Audio

Whether it’s through podcasts, playlists, or radio, audio offers the chance for immersive storytelling in a hands-free context where no other media can reach audiences.

Digital out-of-home

Priming audiences through digital out-of-home (DOOH) makes other channels more effective. It excels in encoding strong brand messages into long-term memory in a non-intrusive manner.

Our groundbreaking report found that connected omnichannel campaigns offer distinct benefits for brands and consumers. Here are some of the key findings.

Better together

Three friends in a living room watching Connected TV

2 in 3 people agree

“I get tired of seeing the same ads again and again on the same channel.”

Man sitting on the couch working on a laptop with a phone nearby.

Connected omnichannel campaigns tested were

1.5x

2.2x

more persuasive than disconnected campaigns

less fatiguing

Woman standing over a desk, holding a phone while looking at a computer.

Consumers shown these campaigns were

1.5x

1.9x

more immersed