Omnichannel

What the data — and Danone’s success — tell us about driving omnichannel results

Discover how one food and beverage company created an omnichannel strategy that outperformed a multichannel approach and learn the steps you can take to help unlock similar outcomes.

In a fragmented media environment, it can be tempting to optimize each of your media channels independently. But that’s multichannel advertising — marked by disconnected tactics, isolated KPIs, and missed opportunities.

Omnichannel is different: It unifies your strategy across devices, channels, and teams, using shared audience insights, consistent measurement, and full-funnel coordination.

Our research shows that omnichannel campaigns are 1.5x more immersive, 2.2x less cognitively fatiguing, and 1.9x more likely to form emotional connections than multichannel campaigns.¹ That’s because they align with how people consume media, moving fluidly across media throughout the day. We call these moments engagement spaces, which include, but are not limited to, a person’s morning commute, midday mobile scrolling, and evening streaming. Omnichannel campaigns ensure your ads show up in these moments with consistency, relevance, and purpose.

At The Trade Desk, we’ve seen firsthand how omnichannel drives results — and the data is only getting stronger. Food and beverage company Danone recently ran a campaign that demonstrated how omnichannel is key to advertising performance. What’s more, the strategy that helped Danone succeed can be leveraged by marketers who are driven to unlock similar gains.

Danone sees full-funnel impact and 18% conversion lift

To understand the true performance impact of an omnichannel strategy, Danone partnered with us and its agency, Wavemaker, to design a real-world A/B test. Two plans were created:

Danone and Wavemaker used the following capabilities in the Kokai platform experience to run both tests:

The Trade Desk’s Identity Alliance and household graph for reach and frequency coordination
Retail data layered with contextual signals like time of day for precise targeting
Cross-channel retargeting and sequential storytelling across channels including CTV, DOOH, audio, and digital display

Danone and Wavemaker also aligned early across teams, setting shared KPIs and designing the test to isolate true omnichannel impact.

The results of the omnichannel campaign greatly surpassed the performance of the multichannel ads:

Danone’s omnichannel approach proves its value

+pts: lift in awareness

+pts: lift in purchase intent

+pts: lift in brand perceptions

+%: incremental reach with frequency management cost savings

%: lower time to purchase

+%: conversions²

More channels and devices mean better results

Danone’s results are impressive, but they’re far from unique.

We analyzed nearly 600 path-to-conversion reports to understand how a true omnichannel campaign’s media mix affects outcomes. We found a clear trend: The more coordinated touchpoints (or devices) in a customer journey, the better the conversion rate.

1 device = baseline
2 devices = 1.5x conversion rate
3 devices = 2.6x conversion rate
4+ devices = 3.5x conversion rate³

When running a connected, omnichannel campaign, more devices lead to higher conversion rates. This is omnichannel at work: connected campaigns that keep messaging consistent across channels, finding the right decision-maker, and eliminating wasted impressions with smarter frequency control. Our platform enables this scale through:

Unified identity across channels
Household graph and Identity Alliance for cross-device planning
Person-level frequency management

Apply a strategy that puts your ads where attention already lives

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Smarter strategy, stronger outcomes

Danone’s results prove that omnichannel coordination drives better outcomes than siloed media buying. And the food and beverage company did it on the open internet, with tools that offer transparency, control, and scale.

Sources:

1. The Trade Desk Intelligence and PA Consulting, The Untapped Opportunity of Omnichannel, Germany, U.K., U.S., October 2024.
2. Danone campaign data, 2025.
3. The Trade Desk, Path-to-Conversion data, 2025.