When economic uncertainty hits your brand, one of the first moves you might be tempted to make is to retreat to the ad channels you trust. After all, if your ad budget seems like it might be stretched in the future, it might seem smart to simply reinvest now into channels that have proven their value to you instead of branching out into new channels or kicking off experiments.
While this can seem like the safest way to spend your ad budget, doubling down on what’s worked in the past isn’t always the best move. In fact, broadening into an omnichannel approach is often an ideal way to boost ad spend efficiency.
Why Omnichannel is an Ad Spend Efficiency Booster
While you might be worried about spreading your budget too thin across channels, omnichannel isn’t just about being seen in more places. It’s about using these additional touchpoints to drive real results, like ROAS improvement, increased foot traffic, sales lift, etc.
According to a recent poll, shoppers who discover products online are likely to research the brand or product on a search engine (36.8% of respondents), visit a physical store (30.1%), or look up the brand or product on social media (19.1%). Each of these research activities represents a potential touchpoint for your brand that you can reach through omnichannel.
In short, today’s customers are spread across multiple channels, and an omnichannel approach allows you to reach your audience wherever they are.
3 Real-World Examples of Omnichannel Boosting Spend Efficiency
#1 - Gary’s QuickSteak Boosts Sales Lift by 50%
Gary’s QuickSteak is a popular CPG brand ran a successful blended CTV and Mobile campaign with GroundTruth. In this campaign, Gary’s measured a 20% sales lift at Walmart and Sam’s Club stores using their CTV + Mobile strategy. But they didn’t stop there. They added one more channel to their strategy – Digital Audio Ads – and expanded their omnichannel approach for a follow-up campaign. With the addition of just one channel, they saw their sales lift increase from 20% to 30%, for a total of a 50% increase over the campaign that used CTV+Mobile alone.
#2 - Duke Cannon Spurs 12% Sales Lift at Walmart Stores
Duke Cannon, a premium men’s grooming brand available at multiple retailers, combined CTV and Mobile ads into a smart omnichannel strategy aimed at increasing in-store sales. While CTV and Mobile ads were particularly effective at driving foot-traffic to specific stores, Duke Cannon and their agency partner, Croud, used GroundTruth to add one final touchpoint to their omnichannel strategy, targeting potential customers while they were physically located within one of the designated stores. Remember when we said omnichannel is about reaching your customers where they are? Duke Cannon and Croud discovered that 70% of their ideal audience uses mobile devices while shopping. By reaching their audience at this vital decision-making point, Duke Cannon experienced a 12% sales lift vs. stores that didn’t have GroundTruth support.
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belVita achieved some incredible results using an omnichannel campaign that combined Mobile and Digital-Out-of-Home (DOOH). In celebration of National Coffee Day, belVita teamed up with GroundTruth to amplify awareness of their product offerings available at Target and drive foot traffic. To do so, they used Click2Cart ads on mobile devices to simplify purchasing, while also running DOOH to target areas near Target stores that showed high visitation frequency. Additionally, they retargeted shopper who engaged with ads, targeted location and behavioral audiences, and ran on-premise ads on mobile devices to capture purchase intent in or near Target stores, all within GroundTruth’s platform.
While this campaign was successful in driving sales, there was one key finding that really proved the value of belVita’s omnichannel approach. As they ran the campaign, belVita found that states with higher DOOH impressions also had higher visitation rates, meaning that the additional touchpoint was indeed effective at driving shoppers to stores. Again, we see the impact that just one additional channel can have at driving real business results: belVita experienced $476k in carted dollars, 221k real in-store visits, and a strong 3.44% visitation rate for just $0.22 per visit.
Launching Your Own Omnichannel Campaign
At GroundTruth, omnichannel isn’t a buzzword. It’s how our brand partners drive real business results, and thanks to our Blueprint technology, their real-world in-store visits are easily attributed back to their ads. So if you’re looking for ways to ensure you get the most from your ad budget, don’t retreat to what you know; meet your customers where they are with omnichannel.
GroundTruth offers all the media channels you need to go omnichannel, including Mobile, Desktop, CTV/OTT, Digital Audio, Digital Out-of-Home, Audience-Based Direct Mail, and Social, all with 1-to-1 foot traffic attribution.
Ready to get started? Create a GroundTruth Ads Manager account today and launch your first campaign in minutes, or book a demo to see our omnichannel ad platform in action!
