Most major brands’ top ad budgets revolve around an omnichannel strategy, according to a recent report from eMarketer. Whether adding channels to existing campaigns or building new ecosystems, an integrated omnichannel approach has proven too valuable for marketers to ignore.
As the benefits of omnichannel become more apparent, this approach is becoming the clear path for advertisers looking for ways to boost their spend efficiency and marketing performance. Doubling down in existing channels often leads to diminishing returns, while diversifying spend across channels increases brand awareness, unlocks new audiences, and most importantly, bolsters real business results, like in-store visits and sales.
Omnichannel Performance Boosting Tactics
Retailers are Unifying Online and In-Store Experiences. Meet your audience there.
The line between online and offline brand experience is getting thinner. 31.9% of Gen Z shoppers use retailer mobile apps to discover brands and products while shopping in-person, and 66% use their phones to seek coupons and offers while in-store.
While prevalent among Gen Z shoppers, mobile device usage isn’t unique to them. In fact, the men’s grooming brand Duke Cannon discovered that 70% of their target audience used their phones to shop while in-store. Using this information, Duke Cannon launched a precise location-based mobile campaign that generated a 12% sales lift at Walmart stores.
GroundTruth’s Take
Omnichannel campaigns provide an ideal framework for developing cross-device brand experiences. GroundTruth’s location-based targeting addresses the growing use of smartphones as an in-store shopping aid by enabling advertisers to target mobile devices as they enter designated retail locations. This ensures your brand is face-to-face with your target audience when their purchase intent is highest.
Capitalize on Digital Out-of-Home
Out-of-home (OOH) advertising is another channel impacting audience engagement. Research indicates that 76% of consumers act after seeing an OOH ad.
Standalone, DOOH is a powerful channel, but its real value is most evident in omnichannel campaigns. 47% of consumers search for social media handles featured in OOH ads, opening new opportunities for engagement across Mobile and Social, and 40% share content related to OOH ads on personal online profiles, organically increasing ad reach.
GroundTruth’s Take
DOOH’s strength as an omnichannel multiplier can’t be ignored, and with a programmatic approach, this channel is more targeted than ever. While the above reports indicate that DOOH can bolster brand awareness and engagement, DOOH ads also create a real impact on real business results. belVita, the popular breakfast biscuit brand, ran a mobile campaign bolstered by DOOH. In states with DOOH ads, belVita observed higher visitation rates. Read more about how belVita used our DOOH platform to achieve this in our case study.
Invest in Attribution and Results Measurement
According to a recent survey, attribution and results measurement are the number one investment priority for 47% of US brand and agency marketers. Especially in omnichannel campaigns that rely on multiple touchpoints, every result must be attributed back to the creative and channel that yielded it.
Why? Because accurate reporting enables you to:
- Gain a complete understanding of the impact of your ad spend.
- Optimize your campaigns to eliminate waste and maximize Real Business Results.
GroundTruth’s Take
Measurement is about more than proving success: it’s about ensuring you can replicate your success, iterate, and improve. Impressions and online conversions provide part of the story, but today’s marketers need visibility into which ads and campaigns drive real results, like foot traffic or sales lift. With our Blueprint technology, you can see when a person who viewed your ad actually goes to a store and makes a purchase. This 1-to-1 attribution provides vital visibility into campaign performance.
GroundTruth provides the channels and attribution that marketers like you need to capitalize on the power of omnichannel.
If you’re ready to get started, create a GroundTruth Ads Manager account today and launch your first campaign in minutes, or reach out to chat with us and see how we can up your ad strategy!
