The power of a multi-channel strategy

With a multi-channel strategy, you can reach consumers throughout the funnel, creating a consistent story across all channels such as native, display, video, connected television (CTV), and audio. Using a combination of complementary channels increases the percentage of the total target audience you can reach and helps you build a brand story throughout the customer journey.

Read on to learn all the basics of multi-channel targeting, the benefits of a multi-channel strategy, and multi-channel retargeting.

What is multi-channel targeting?

Multi-channel targeting allows you to reach users on different platforms and channels. This strategy helps you win bigger achieve by capturing users who only use certain channels. The goal of a multi-channel campaign is to create a consistent message across the channels included. You can run one campaign on two, like display and audio, or on more, including video and connected TV.

Benefits of a multi-channel strategy

A multi-channel strategy is essential in today’s digital landscape, as consumers are active across various channels and devices. Understanding how users interact between platforms is key to knowing how to effectively reach them and achieve your ROI goals! Here are the top three benefits of a multi-channel strategy.

  1. Helps you reach customers where they are. Customers use a variety of devices and channels these days, so it’s important to approach your targeting strategy holistically. This way, you are able to reach your target audience where they are: that is, everywhere. A multi-channel strategy allows you to optimize your targeting so that it mimics the customer journey, which usually doesn’t remain confined to a single channel.
  1. Creates more visibility for your brand. The more you are present on different channels, the more your brand, products and services are visible. By creating seamless consistency across the channels you appear on, you can constantly remind users of your offers, driving them closer to conversion and building brand awareness and personality.
  2. Increases the engagement of your customers. A multi-channel strategy helps you reach your customers where they are, which also increases the likelihood of engagement. And if you’re present on different channels, your customers won’t be scrambling to find you, which helps build customer loyalty.

A multi-channel strategy boosts campaign performance

A cross-channel tactic will help capture users who are only on some of the channels you use in your campaigns. Targeting multiple channels has been proven to improve the performance of campaigns that otherwise only run on one.

StackAdapt research has shown that native and display click-through rates (CTR) are boosted when the user has already been exposed to the other channel. Additionally, video CTRs increase when a user has previously been exposed to a display ad.

For example, we’ve seen on the StackAdapt platform that a multi-channel strategy consistently helps extend the reach of native campaigns. If a campaign runs only natively, it can reach 53% of a target audience. However, if the native is run with display, the total reach of the campaign would be 87%. Or, if the native is running with the video added, the total campaign reach would be 83%.

Use cross-channel retargeting to re-engage your audience

With a retargeting strategy, you can serve online ads to a user based on their previous intent-based actions across the web. This is an important tactic for re-engaging a user who has shown interest in your brand or product, and moving them down the funnel towards a conversion.

With cross-channel retargeting, you can increase the likelihood that your message will reach your audience multiple times. Showing your ads across devices and in different formats helps build awareness of the campaign. With high reach and frequency in your target universe, your message will reach the users who matter most to your campaign.

The power of a multi-channel strategy

Suppose an e-commerce brand seeks to increase brand awareness and product purchases through a multi-channel campaign. This brand could start by prospecting, capturing new users through ads on CTV and video. By running the campaign on two channels, the brand will extend the reach of the campaign, thereby increasing the scale of the campaign.

A prospecting campaign would be used to attract new customers, while building the audience pool for a simultaneous retargeting tactic. In this scenario, the brand could leverage display as a primary retargeting channel, using a video completion strategy to target users who had watched their full video and CTV ads.

With this multi-channel approach, an e-commerce brand will drive brand awareness, engagement, and qualified leads to their website. On the StackAdapt platform, we’ve found that if a campaign only airs CTV, it will reach 9% of a target audience. However, if video was added, the total campaign reach is 77%. Obviously, the multi-channel approach results in greater reach, which translates into a larger retargeting pool.

Introduce a multi-channel strategy

The reality today is that customers use a mix of channels, and so a strategic approach to capturing attention is to be present on the channels and devices they are on. The rise of mobile commerce doesn’t mean other channels aren’t worth your ad spend anymore. A multi-channel marketing approach takes this into account.

With a multi-channel approach, you can serve ads across a variety of channels. By creating multiple touchpoints for your target audience, you can create more acquisition opportunities.

With programmatic, multi-channel distribution is easier than ever. Additionally, most demand-side platforms (DSPs) allow you to target multiple devices as well. This is a powerful aspect of multi-channel marketing because cross-device targeting lets you reach your audience on their desktop, mobile devices, tablets, and connected TVs.

Tanya J. Hill