Optimizing Omni-Channel Strategy

Over the years, the pandemic has shifted digital marketing in more than one way, but when it comes to connecting offline to online consumer data, the pandemic accelerated the possibilities for this frontier. If you haven’t checked out how we can leverage your offline data to elevate your digital strategies, check out our previous blog here – but for this post we’d like to focus on how important these “grey” channels in the evolving digital landscape truly are to your marketing campaigns.

In 2022 alone, 1.88 billion people around the world will use sub OTT services like Netflix, Disney+, and Amazon Prime Video. Additionally, networks are following this shift to digital and investing in ad-supported video-on-demand (AVOD) services, which are fueling CTV advertising. CTV’s user base is also growing, though not nearly at the pace of its ad spending.

So what can we do to capitalize OTT services ad spending, leverage an omni-channel digital strategy and ensure a client-first approach is applied to all levels of the funnel. A partner that we’ve been keeping an eye on this year is Experian for its all encompassing database for our audience aligned strategies. Experian has one of the largest comprehensive consumer databases for traditional and digital marketing campaigns, including 85+ partnerships with online publishers and TV operators to match your audience and launch on other channels.

• Data attributes on demographics, purchasing habits, lifestyles, interests & attitudes, etc.
• Activate audiences on Google, Viant, Facebook, Snapchat, Twitter, Pinterest, Pandora, & more

Below are just a few key consumer insights and behaviors we can currently leverage in your omni-channel strategy.  If you’re interested in testing this partner, or starting a conversation on how we can leverage offline data with your digital strategy, whether data be completely offline or in this “grey” area (e.i. OTT), reach out to us today!

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