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Most brands on the planet are multi-channel,

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but very few of them are actually omnichannel,

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where they're optimizing

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and connecting their channels to glean efficiencies

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rather than the channels running and silo.

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An omnichannel campaign uses data

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to connect them in the background so

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that we know the audience journey across channels,

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we can optimize and deliver a campaign.

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So that connection element is really crucial to omnichannel.

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We were looking to understand

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what the impact on we brand perceptions is,

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but we also wanted to understand

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how is it better for audiences?

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Does it have an improvement for their experience?

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The second is a big quantitative study.

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We spoke to 6,000 people across the us, the UK,

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and Germany, just to understand how they consume media.

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And then lastly, and probably the cornerstone of this piece

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of research was the neuroscience experiment.

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And this is where we invited people in to consume media

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and as part of that, they saw ads.

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They were wearing these brain caps

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that were measuring their brainwaves in

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response to what they were seeing.

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And that's how we could really get to know what the impact

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of omnichannel is without asking people to try

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and articulate such a complex topic.

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We see that audio as part

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of an omnichannel strategy sees 3.4 times the emotional

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connection than when it's disconnected.

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So understanding the roles that these channels play

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for audiences and consumers,

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and then the role it plays on the media plan

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as well has been really fascinating to learn.

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What we've done with this piece of research is sort

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of establish the research foundation of how

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and why omnichannel works,

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where there's always been an intuition in our industry,

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the omnichannel strategies would perform.

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We've now understood that more deeply,

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and we've also understood why.