Omnichannel Campaigns Prove More Effective Than Disconnected Strategies
Recent research from The Trade Desk highlights the power of Omnichannel Marketing, revealing that campaigns delivering a consistent message across multiple touchpoints outperform those with a fragmented approach.
The study found that Omnichannel Campaigns drive stronger results across key performance metrics, including recall (immersion), brand salience (attention), brand association (long-term memory), and purchase intent (connection). These findings reinforce the importance of a cohesive, multi-platform strategy in maximising engagement and brand impact.
The research found that Omnichannel campaigns deliver:
1.5x more recall
1.9x more intent
Are 1.5x more persuasive
Are 2.2x less fatiguing
Omnichannel campaigns also enhance the strengths of the individual media within the campaign.
Audio elicits a stronger emotional connection (3.4x) and higher recall (1.9x) in an
omnichannel context
Pairing audio and out of home elicits 5.3x greater purchase intent vs. disconnected campaigns
Why is this important?
The MediaWorks portfolio of media solutions and channels means we are well placed to help our clients plan and execute omnichannel campaigns that offer a connected consumer journey.
Audio and Out of Home are a match made in heaven and we are the only media supplier in NZ that can offer a connected approach to these channels.
Let's build something together - chat with us today!
Source: WARC.com “Omnichannel planning delivers 1.5x more recall and 1.9x intent than ‘disconnected’ campaigns” WARC Data Points Dec 2024