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Making the most of every channel

2 in 3 Southeast Asians are tired of seeing repetitive ads on the same channel.
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 8,000 people across Southeast Asia 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 or 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. 

Connecting the dots of the customer journey

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

  • Data vis with a train in the background and a stat in white text over top
    7:30 AM — Digital out-of-home

    A prime opportunity
    for priming

    While waiting for her morning train, Jenny sees a DOOH ad. The creative is bold and exciting but unobtrusive — a perfect primer for a balanced omnichannel campaign.

    Priming with DOOH makes other channels more effective.

  • Data vis with the inside of a train in the background and a stat in white text over top
    8:00 AM — AUDIO

    Listening to podcasts during the morning commute

    What better way to kickstart the day than catching up with a favourite podcast on the way into work? Like podcasts, audio ads are highly engaging — and even more so when placed in shows with similar topics.

  • Data vis with a woman on her phone the background and a stat in white text over top
    1:00 PM — online video

    Taking a break
    during lunch

    During her lunch break, Jenny connects with content through online videos. 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.

  • Data vis with a person watching tv in the background and a stat in white text over top
    6:30 PM — CTV

    Kicking back with Connected TV

    Arriving home after a busy day, Jenny streams her favourite content on CTV. CTV engages audiences when they’re most leaned in, which creates a unique opportunity to build emotional connection.

  • Data vis with a person on their phone in the background and a stat in white text over top
    8:00 PM — DISPLAY

    Browsing the web
    after dinner

    At night, Jenny catches up with a few news stories on her phone, where a personalised display ad spurs her to click through and make a purchase.

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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