In today’s fast-paced business landscape, brands can no longer rely on a single-channel approach to attract and retain customers. A recent study by The Trade Desk, a global advertising technology company, reveals that omnichannel campaigns, which integrate multiple channels, not only improve brand relevance by increasing ad attention by 1.4 times but also prove to be 1.5 times more persuasive and generate 1.9 times greater emotional connection with the brand.
The study also highlights that well-structured omnichannel campaigns, including Connected TV (CTV), audio, digital-out-of-home (DOOH), and display, result in lower audience fatigue, reducing cognitive load by 2.2 times. This demonstrates that a well-integrated omnichannel strategy not only improves outcomes for advertisers but also offers a more seamless and engaging advertising experience for consumers.
“When a brand plans campaigns across multiple channels without a coordinated strategy, consumers may receive too many ad impressions or at inopportune moments, leading to quick saturation and reduced ad effectiveness,” comments Natalia Papiol, General Director of The Trade Desk in Spain. “By leveraging technology to connect different channels, advertisers can maximize campaign impact, regulating frequency in a holistic way and strategically sequencing messages to reach their audience in the most suitable channel and moment,” Papiol adds.
The Trade Desk, in collaboration with PA Consulting and Brainsights, collected over 120 hours of brain activity data and over a billion measurements of brain waves from participants exposed to various ad formats. These results were contrasted with a survey of 6,000 consumers and an analysis of several journals reflecting their consumption habits and ad exposure. The combination of these methods conclusively demonstrated the effectiveness of omnichannel campaigns over non-omnichannel ones.
The study aims to provide advertisers with a clear understanding of the role of each channel within a media plan and how their effectiveness multiplies within an omnichannel strategy. It has been proven that Connected TV is the most effective channel for creating emotional bonds with the public, due to its immersive experience and ability to increase ad attention by 1.4 times, while reducing cognitive fatigue by 2.2 times.
Advantages of Audio
Compared to other channels, audio has the advantage of connecting with audiences at moments when no other medium can influence, whether it’s during their daily commute or while seeking accompaniment. This format strengthens the brand relationship by 3.4 times, improves the ability to assimilate the message by 1.9 times (when the user understands and internalizes it), and reduces cognitive fatigue by 2.9 times.
The study highlights that display and online video ads not only improve brand recognition but also drive specific actions. Neuroscientific data shows that these formats capture 4.7 times more attention, generate a 5.8 times superior brand connection, and favor a 3.3 times greater ad recall compared to when used independently in a media strategy.
“By putting the audience at the center of omnichannel campaign planning, we can create more appealing experiences that ultimately translate into better business outcomes,” states Natalia Papiol of The Trade Desk. “The first key step for companies looking to develop omnichannel campaigns is to access high-quality data sources that allow them to better understand their audience, the media they consume, and when. The collection and strategic use of this data form the foundation of any successful omnichannel campaign,” Papiol concludes.
To effectively navigate the complex advertising landscape, brands must adopt a cohesive approach, considering the unique strengths of each channel and how they can work in harmony to drive meaningful connections with their audience. By doing so, they can unlock the full potential of omnichannel marketing, leading to enhanced brand relevance, improved ad effectiveness, and ultimately, increased business success.
