Omnichannel Marketing & The Value of Brand to Demand

While leading performance marketing when I was agency side, I was tasked with developing a media mix model that would drive brand growth for a Fortune 50 company.

This was an omni-channel brand campaign that ran for 6 months. We had traditional TV ads, online video ads, connected TV ads, programmatic display ads, programmatic social, and many other channels.

After the campaign ran for 3 months, we started to get a read on performance and then we did an in-market survey. The results were fascinating. Even though the majority of the budget was spent on traditional TV ads and programmatic display ads, the channel that had the biggest impact on driving brand awareness and consideration was online video.

It takes 30 impressions for display ads to make a similar impact compared to one impression from an online video. The impact from traditional TV was strong but not as strong as online because it wasn't as targeted and viewers have a tendency to 'shut off' when an ad comes on TV.

Do you know what also had a strong impact on perception? Search Ads. As audiences were targeted, their first instinct was to search online.

All in all, the audiences that were exposed to the most channels were influenced the most. That's what you would expect, but we learned that online video and a combination of other channels was by far the best.

Why do I say this all? The challenge is with online video and any kind of video advertising is tracking its performance. Marketers tend to avoid these channels now because the offline-to-online ability to measure results is difficult. Marketers want to see how a conversion is driven. They don't understand that most of the time a user's first instinct is to contemplate what they just saw and it usually takes multiple touches to act upon it.

The great thing about marketing nowadays is that there are ways to measure performance across the funnel in a variety of ways. There is a great skill set in creating a measurement strategy that aligns with your business. Just make sure that it takes into account the full funnel of a user.

This is another post from me #keepingitreal with another AI-generated image.

I hope you enjoyed it.