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Making the most of every moment

Explore our latest research in Australia 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 groundbreaking research found that audience-first connected omnichannel campaigns offer distinct benefits for brands and consumers. Here are some of the key findings.

We asked 2,000 Australians to complete a 20-minute quantitative survey. In addition, a smaller group filled out diaries capturing their in-the-moment interactions with media over five days. We also conducted controlled tests with 42 people to measure neurological responses to connected versus disconnected ad campaigns.

  • 73% of Australians

    are tired of seeing repetitive ads on the same channel

  • Devices Icon

    1.5x more persuasive

    than disconnected campaign strategies

  • 1.7x more memorable

    compared to disconnected campaigns

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 an 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 Cameron to see how you can use a connected omnichannel strategy to put your audience first — and your brand front of mind.

  • A statistic stating “63% of DOOH ads are viewed in the morning” is displayed over a photo of a subway platform with a train stopped on the right side.
    digital out-of-home

    A prime opportunity for priming

    While waiting for his morning train, Cameron 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.

  • A statistic reading “31% of Australians trust ads heard on podcasts” is overlaid on an image of a crowded train, focusing on a raised hand gripping a strap.
    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.

  • A statistic stating “62% browse to learn something new” is overlaid on a top-down image of a wooden desk with a laptop, smartphone, and office supplies.
    Display/​Video

    Taking a break to browse the web

    During the busy workday, Cameron finds time to stay up to date with the news and his favourite websites. For advertisers, it’s a great opportunity to give a little nudge to consumers who are interested or in-market.

  • A statistic reading “Audio ads drive 2.1x greater immersion when used in an omnichannel campaign” is displayed over an image of a man chopping vegetables in a kitchen with a smartphone and speaker nearby.
    Audio

    Getting in the zone with a cooking playlist

    At home, Cameron pulls up his Let Him Cook Playlist and hits the cutting board. Audio’s hands-free nature creates a unique opportunity to reach audiences when they’re highly immersed.

  • A statistic reading “79% watch CTV to unwind and relax” is displayed over an image of a couple sitting comfortably on a couch, enjoying TV together with remotes in hand.
    Connected TV

    Kicking back with Connected TV

    After a busy day, Cameron winds down by checking out that new show everyone’s talking about. CTV engages audiences when they’re most leaned in, which creates a unique opportunity to build emotional connection.

  • A statistic reading “77% are actively engaged with online videos” is displayed over an image of a man lying in bed at night, watching content on his smartphone.
    Online video

    Last-minute browsing before bedtime

    In bed, Cameron skims through a few news stories on his phone, where a personalised video ad spurs him 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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