Unlock more value from your media mix with omnichannel optimization

Consumers interact with content across Connected TV, online video, display, audio, and other digital channels throughout the day. Your campaigns may reach them across several of those touchpoints. Yet when each channel is planned, optimized, and measured independently, you see only part of the consumer journey. 

While a channel-by-channel view can tell you how each investment performed on its own, it offers less visibility into how those investments may have influenced one another. For example, did a CTV exposure make a later display impression more effective? Which combination of touchpoints was most likely to lead to a conversion? 

Answering those questions can help you turn a multi-channel plan into a more connected strategy. 

Give your channels a shared objective 

Multi-channel campaigns extend your presence across media channels. Omnichannel execution builds on that reach by coordinating channels around the same business goal. 

That connection changes the decisions you can make. Instead of evaluating every media channel independently, you can begin to understand: 

• Which combinations of touchpoints are associated with stronger outcomes 

• How each channel contributes across the path to conversion 

• Whether coordinated delivery improves campaign performance 

• Where future investment can help create the most value 

Having this broader view can be helpful because the final impression before a conversion doesn’t always tell the entire story. An earlier video or audio exposure may have introduced a consumer to your brand, while a later display impression helped drive action. Looking across the full path can reveal the role each channel played and help you invest according to its contribution. 

Turn cross-channel insight into action 

Path-to-conversion reporting can show you the channel touchpoints one person encountered before converting. Acting on those insights manually across numerous campaigns can become increasingly complex as your media mix grows. 

Omnichannel optimization in Kokai helps apply those learnings across campaigns that share an objective. When campaigns are organized into a conversion-based Campaign Group and the capability is enabled, the platform can adjust delivery toward the channel combinations associated with stronger conversion performance. 

This enables you to: 

• Reach the same person or household across relevant channels 

• Increase overlap among complementary touchpoints 

• Prioritize exposure opportunities along stronger channel combinations 

• Optimize participating campaigns toward a common goal 

Conversion isn’t the only goal you can coordinate media channels around. With our new Awareness group type, Campaign Groups can optimize for brand awareness and unique reach. Instead of increasing overlap among touchpoints, Awareness Optimization manages household frequency across channels, bidding up on new channels and down once a household has been exposed. 

These insights also show you how your channels work together as a connected system. You can use what you learn about channel combinations, overlap, and reach to decide which channels to add, how to split budget, and what to plan next. 

Measure the value of coordination 

A connected strategy should give you evidence that the coordination itself is contributing a measurable benefit, such as a higher conversion rate, a lower cost per acquisition, or greater overlap across complementary channels. 

Clearer visibility into channel overlap and conversion contribution can help you separate two related questions: 

• How did each media channel perform? 

• How much additional value emerged when those media channels worked together? 

That distinction can make future investment decisions more useful. Rather than adding channels based solely on their individual results, you can consider the contribution each one makes to your wider media mix.