Crossing the Screens: An Omnichannel Approach to Digital Marketing

4 Min Read

Until recently, television advertising would never have been considered part of a performance marketing strategy. But the times have changed — and Connected TV (CTV) could be the platform your mix is missing. 

As CTV ad spend, watch time, and CTV viewership continue increasing, adding the platform to your approach is essential. With an omnichannel marketing strategy, your brand can drive (and enhance) performance across every screen. 

Madeline Curto, MNTN’s Director of Agency Channel Sales, recently joined AdExchanger to outline a holistic marketing approach in this environment. Let’s take a quick look at some of the conversation’s highlights: 

The Importance of an Omnichannel Approach 

With an average of 7.1 social media accounts per person in the US — and an average of 8.4 on a global scale — your audience is likely spread across the digital landscape. Once you add in CTV and Over-the-Top (OTT) channels, it’s easy to see why you need to share your message far and wide. 

Meet Your Audience Where They Are

You can ignore the Ghostbusters on this one — in today’s world, it would be bad not to cross the screens. If your strategy focuses on a single channel, you’ll be missing countless opportunities to connect with your audience on platforms where they’re already spending their time. So it’s (beyond) time to focus on more than one platform at a time, including CTV, paid search, and social media. 

Your audience is scattered across different pockets of the internet, which means you need to be in several digital places at once. With an effective omnichannel approach, you’ll be able to use your content to stand out from the noise — no matter where they’re tuning in from. 

Connected TV’s Halo Effect

Don’t worry, you won’t need Ecto Goggles to see this benefit.  

One of the key upsides of bringing your strategies together is the halo effect CTV has on outcomes across other platforms. This uptick provides brands with more attention, more qualified site visits, and more chances to convert on other channels. 

In the webinar, Curto dives more into the halo effect and why CTV is the perfect anchor point for establishing a cohesive marketing strategy that can extend messaging from one channel to the next (and back again). With the overall lift in results, you can seamlessly drive your customers through the sales funnel. 

Compelling CTV Creative is Audience-First

When it comes to creative, you’ll need to take a purpose-built approach—especially when reaching specific audience segments on CTV.

Thankfully, television advertising’s barrier to entry today is lower than it’s ever been. With new tools in the ad creative landscape, you can use the strengths of your team members and partners to create content more effectively. 

Plus, if you don’t have brand new creative right away and want to get started with repurposing, the goal is to make sure your audience doesn’t see the exact same content on another channel. But don’t worry — small changes can have a significant impact. 

Some elements to change within your CTV creative include the hook, CTA, or end card of the video. If you’re using a video you previously used on a social platform, for example, just swap out any language about clicking or swiping, since those features aren’t widely available on televisions (yet).

Once you get the hang of crafting an omnichannel approach, you can get more out of your production process and purposely make creative that can live well across different platforms. 

It’s Time for a Holistic Approach to Ghostbusting Digital Marketing

If you’re looking for ways to fight those feelings of dread in your living room (…or basement, or attic), it’s time to craft a holistic strategy that reaches more of your audience at the right times. By adding CTV to your mix, you can promote your brand on a performance-driven platform that combines the precision of digital targeting with the prestige of the television screen. 

Watch the full webinar here to learn more about the benefits of a holistic omnichannel approach to digital marketing.