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Making the most of every channel

70% of Indian consumers are more likely to remember brands that advertise across different channels. Explore our latest research to see how connecting your omnichannel campaigns delivers better performance for brands and a better experience for consumers.

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The omnichannel edge

Our latest research reveals that connected omnichannel campaigns designed around the consumer journey can reduce ad fatigue and drive stronger results for brands.

We surveyed 2,000 people across India through a 25-minute quantitative study. Participants shared how their mindsets shift throughout the day and how that affects media usage across different channels and moments.

  • 1.5x more persuasive than disconnected campaigns​

    Source: The Trade Desk Intelligence x PA Consulting, 2024, US, UK.

  • ​
2.2x less ad fatigue than disconnected campaigns

    Source: The Trade Desk Intelligence x PA Consulting, 2024, US, UK. 

  • 30% average decrease in ​cost per acquisition with ​each additional channel​

    Source: TTD Platform Wide Global analysis of conversion campaigns with Audio, H2 2024, n=316,412

Understanding the difference

Multichannel

A siloed marketing approach that uses more than one channel in a campaign. These channels are not seamlessly integrated across multiple disconnected platforms.

Omnichannel

An audience-first advertising strategy that unites three or more digital channels into a connected campaign, optimising messaging and frequency for a better ad experience.

Better together

Successful connected campaigns tie together the strengths of each channel to deliver a cohesive experience across the customer journey.

Priming audiences through digital out-of-home (DOOH) makes other channels more effective. It excels in encoding strong brand messages in long-term memory in a non-intrusive manner.

Whether it’s through podcasts, playlists, or radio, audio offers the chance for immersive storytelling in a hands-free context, where no other media can reach audiences.

Of all media, display and video benefit most from being part of a connected omnichannel campaign. They’re ideal for creating brand awareness and driving tangible calls to action.

The visual nature of Connected TV (CTV) creates a perfect opportunity to build emotional connection through storytelling over an extended media session, when attention is high. 

Capturing undivided attention through play, the interactive world of gaming is an ideal space to connect with highly engaged audiences — where they are willing to watch ads for in-game rewards.

Connecting the dots of the customer journey

Check out a day in the life of Aditya to see how you can use a connected omnichannel strategy to put your audience first — and your brand front of mind.

  • Man at the gym with white data vis from The Trade Desk Intelligence, placed over him
    7:00 AM — Audio

    Working out to the beat of a playlist

    Aditya starts his day with an energising gym session, while streaming his go-to workout tunes. Audio has become a daily ritual for Indians, and audio ads can make your brand memorable.

  • People commuting to work with white data vis from The Trade Desk Intelligence, placed over them
    8:30 AM — DIGITAL OUT-OF-HOME

    A prime opportunity
    for message recall

    On his way to work, Aditya sees a DOOH ad. The creative is bold and exciting but unobtrusive — a perfect primer for a balanced omnichannel campaign.

    DOOH primes audiences for deeper engagement across other channels. 

  • Man on his phone with white data vis from The Trade Desk Intelligence, placed over him
    1:00 PM — DISPLAY

    Taking a break
    during lunch

    During his lunch break, Aditya catches up with the news on his favourite websites. For advertisers, it’s a great opportunity to give a little nudge to consumers who are interested or in the market to make a purchase.

  • Man gaming on his phone with white data vis from The Trade Desk Intelligence, placed over him
    6:00 PM — GAMING

    Playing to win on
    the way home

    To make his journey more enjoyable, Aditya levels up with new high scores in a mobile game. Gaming transforms ads into win-win moments, where people are highly receptive to ads for in-game rewards.

  • Man watching TV with white data vis from The Trade Desk Intelligence, placed over him
    8:30 PM — CTV

    Kicking back with Connected TV

    After dinner, Aditya streams a much-talked-about TV show. CTV engages audiences when they’re most leaned in, which creates a unique opportunity to build emotional connection and memorable impressions.

Ready to dive deeper?

Discover all the ways connected omnichannel campaigns can improve brand performance and the customer experience. Download our report today.

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