Omnichannel Marketing Services

Omnichannel digital marketing is a strategy that uses various digital channels, such as traditional ad channels like Native and Display, as well as emerging (and cookieless) ad channels like Connected TV, Digital Audio, In-Game and more.

A single digital advertising campaign that is executed across Connected TV and Streaming Digital as well as Native, Display and Mobile.

As a demand-side platform (DSP) that does not require third-party cookies to use, Viant offers omnichannel marketing services across traditional channels like Display, Native and Mobile as well as Connected TV (CTV), Streaming Digital Audio, In-Game and more.

Omnichannel marketing allows marketers to reach consumers across any digital advertising channel — from Native and Display to CTV and Streaming Digital Audio.

Visibility, Measurement, Personalization and Optimization.

Multichannel marketing refers to the use of multiple channels, such as email, social media, physical stores and websites, to reach customers and promote products or services. However, in a multichannel approach, each channel operates independently, and there is no integration or coordination between channels.

Omnichannel marketing, on the other hand, also involves the use of multiple channels, but it focuses on creating a seamless and integrated experience for customers across all channels. In an omnichannel approach, all channels are connected, and data is shared between them to provide a consistent and personalized experience for customers. The goal of omnichannel marketing is to create a cohesive and unified marketing experience.

An omnichannel marketing platform helps enhance customer engagement by delivering personalized, consistent experiences across multiple touchpoints—including CTV, display, mobile, social, and programmatic ads. Unlike siloed marketing approaches, an omnichannel strategy unifies data to help ensure cohesive messaging regardless of where a customer interacts with a brand.

By integrating customer behavior insights, dynamic creative optimization (DCO), and real-time bidding (RTB), brands can maximize relevance and engagement across digital channels. This approach not only helps improve brand recall and conversions but also can reduce ad fatigue by helping ensure the right message reaches the right audience at the right time.

The key difference between omnichannel marketing and multichannel marketing is integration. Multichannel marketing uses multiple independent channels (social, search, email, display ads), but they often operate in silos without a unified customer journey.

Omnichannel marketing, however, synchronizes all channels to create a seamless and personalized experience. By leveraging cross-channel attribution, identity resolution, and AI-driven audience insights, an omnichannel approach helps ensure customers receive consistent messaging and retargeting regardless of how they engage with a brand. This can help drive higher conversion rates, better engagement, and improved customer retention.

Omnichannel marketing services leverage AI, first-party data, and cross-device tracking  to help create granular audience segments based on behavior, demographics, and purchase intent. By integrating data from multiple sources—including CTV, mobile, social, and programmatic advertising—advertisers can build dynamic customer profiles that update in real time. This AI-powered segmentation allows brands to better deliver personalized messaging and optimize engagement by helping ensure ads reach the most relevant audiences across channels.

With advanced segmentation tools, brands can better target high-intent users,  suppress irrelevant audiences to help minimize wasted ad spend, and increase personalized ads based on engagement history. Additionally, predictive analytics and real-time bidding (RTB) can help enhance targeting precision, potentially improving conversion rates and campaign efficiency. By combining AI-driven audience segmentation and omnichannel data, advertisers can help maximize ad relevance, boost engagement, and drive higher ROI from their programmatic campaigns.

Measuring omnichannel campaign success requires tracking both engagement and conversion metrics to evaluate performance across multiple touchpoints. Customer Acquisition Cost (CAC) helps assess the efficiency of ad spend, while Return on Ad Spend (ROAS) measures the revenue generated per dollar spent. Cross-channel attribution and multi-touch attribution are critical for understanding how different ad interactions contribute to conversions. Other key indicators, such as Conversion Rate (CVR) and Engagement Rate (CTR, video views, time spent), reveal how effectively your ads are driving user actions.

Beyond short-term performance, Lifetime Value (LTV) is essential for assessing the long-term impact of omnichannel strategies. Brands can use AI-driven analytics and real-time reporting to measure incremental lift, optimize targeting, and improve campaign efficiency. By leveraging multi-touch attribution and predictive analytics, advertisers can refine their programmatic omnichannel strategy to potentially drive higher engagement, better conversion rates, and maximized ROI.

Industries that rely on data-driven audience targeting and cross-device engagement can benefit the most from omnichannel marketing solutions. Retail and eCommerce brands can use dynamic product ads and retargeting to potentially drive conversions across search, social, and display networks. Healthcare and pharma companies can leverage HIPAA-safe omnichannel strategies to engage patients while ensuring privacy compliance. Similarly, financial services brands can use AI-powered personalization to target high-value customers across devices, potentially improving both customer acquisition and retention.

Other industries that can see significant gains include automotive, where programmatic ad sequencing guides potential buyers from awareness to purchase, and media & entertainment, where CTV, OTT, and video ad campaigns can boost engagement and subscriptions. By utilizing AI-powered targeting, real-time personalization, and identity resolution, these industries can achieve higher engagement, improved attribution, and more effective customer retention across all digital channels.

​Implementing an omnichannel marketing strategy can present several challenges for businesses. One primary obstacle is the integration of fragmented data across various channels. Without a unified system, consolidating customer information from e-commerce platforms, social media, and in-store interactions becomes complex, hindering the creation of a seamless customer experience. Additionally, the lack of a centralized data platform can lead to inconsistent messaging and missed opportunities for personalization. 

Another significant challenge can be the alignment of internal teams and processes. Ensuring that marketing, sales, and customer service departments collaborate effectively is crucial for a cohesive omnichannel approach. Disjointed efforts can result in channel conflicts, inconsistent customer interactions, and operational inefficiencies. Moreover, the rapid evolution of digital channels requires businesses to adapt quickly, making it essential to have agile strategies in place.

Viant addresses these challenges by offering AI-powered programmatic advertising solutions that can unify data across all channels. Viant’s platform enables advertisers to plan, execute, and measure campaigns with elite precision, helping ensure consistent messaging and personalized customer experiences. By leveraging Viant's technology, businesses can better overcome data fragmentation and streamline internal processes, driving a more effective omnichannel strategy.