Advertisers face severe fragmentation as new platforms and formats produce a patchwork of point solutions, prolonging campaign planning, diluting brand messages, increasing technology fees, and producing unreliable measurement while audiences receive repetitive or irrelevant ads. Connected omnichannel advertising (COA) unifies planning, activation and measurement across channels so brand messaging follows the customer journey. COA centers on understanding customer mindsets to choose channels, timing and messaging appropriately. Unified activation combines supply, data, technology and creativity to deliver cohesive campaigns. Research from a 10,000-person UK study links receptive ad moments to frame of mind, channel, time of day, region and demographics.
Fragmentation fatigue. Every year there's a shiny new platform or format, and suddenly brands are juggling a Frankenstein stack of point solutions. The result? Campaigns that take forever to plan, brand messages getting lost in translation, wasted spend on tech fees and measurement that feels like guesswork, while audiences end up being bombarded with repetitive or irrelevant ads. In short - everyone loses.
Understanding the customer is the most important thing we can do to drive ad effectiveness. We know this, but all too often it's forgotten in the hustle of planning cycles, CPMs, and channel briefs. COA is the bridge between planning and activation that can get lost in the fragmented media landscape. Think of COA as an escape hatch from silo madness. Instead of different teams running CTV over here, DOOH over there, and digital somewhere else, it's all pulled together into one unified campaign.
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