By Aaron McKee, CTO at Blis
The prevalence of OTT, DOOH, CTV and mobile presents a unique opportunity to reach a wider audience and build your brand. However, running ads on multiple channels to connect with customers at different touchpoints traditionally requires complex planning and activation strategies. A good omnichannel strategy will allow you to connect with customers at various touchpoints and create a cohesive customer journey. A great strategy allows you to do this easily and in a unified way.
The question is: how can marketers make the most of these channels without sacrificing the effectiveness of other traditional digital formats? The answer lies in using a unified planning and buying platform like ours to deliver omnichannel campaigns with a single audience that can run across all channels, from billboard to banner.
The main focus: your customer experience
There are numerous opportunities to connect with your target audience throughout the day, as Australians spend an average of six hours online across various channels. Furthermore, with a more fragmented journey, there are even more chances to reach your audiences on their phones and laptops at work, their TVs and streaming devices at home, as well as the digital billboards on their journeys.
An omnichannel strategy is crucial to maximise your chances of effectively reaching your target audience. While a multi-channel path to purchase comes with its challenges, it also presents even more opportunities to make advertising unmissable. By implementing an omnichannel approach, you can confidently tell a cohesive story and accurately measure your success across all touchpoints. This ensures you will take advantage of all chances to interact with consumers along their user journeys.
The full-funnel approach: from brand awareness to sales
Digital advertising is sometimes perceived as a means to drive sales or any other action on a website. However, building brand awareness can have a more significant impact on long-term sales. As we all know, purchase decisions take time - especially during unsettling financial times - and customers often use multiple channels to complete a transaction. In fact, according to Salesforce, over 60% of customers use multiple channels before buying a product or service.
Building brand awareness is challenging, especially when brand loyalty is lower than ever. According to recent research, 65% of Australians left brands they were previously loyal to in order to save money. However, creating and activating your campaigns across channels through one platform will lead you in the right direction. By controlling, distributing and capping frequency across channels, you can build strong relationships with your audiences, emphasising brand awareness that leads you to greater opportunities for long-term success.
The power of unified audiences: a true data-led strategy
By leveraging an omnichannel approach with a partner like us, your strategy will rely on thousands of rich, anonymised datasets, from spending to lifestyle and mobility data, to drive business outcomes. Streamlining your media-buying efforts, activating first- and third-party data across your campaign strategy, and minimising costs while maximising reach and engagement.
When running campaigns across multiple platforms, gaining a comprehensive understanding of campaign performance and making informed real-time decisions can be challenging. However, by using a single platform to view all channels and strategies, you can easily and quickly gain insights and optimise your campaigns for better performance, shifting your budget towards the most effective channel and strategy.
A true data-led strategy can improve ROI and a better consumer user experience, helping you create a smooth and effective campaign in a fragmented purchase path.
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