Azerion Spotlight : Omnichannel Approach
Omnichannel: why combining screens multiplies the impact of your campaigns
Consumers today switch from one screen to another throughout their day: desktop, mobile, audio, DOOH, television, and even gaming. For advertisers, this opens up a multitude of opportunities to reach their audiences in different contexts. But it also poses a challenge: how to build a coherent strategy across all these touchpoints, rather than multiplying campaigns?
At Azerion, this is precisely what our omnichannel approach allows: a single platform to activate, script, and measure your campaigns across all digital screens.
Up to 6x more impact by combining screens
An omnichannel activation can generate up to 6 times more impact* than a single-device activation. The reason is simple: each screen plays a different role depending on the stage of the consumer journey, and it is by articulating them intelligently that performance is built. Three objectives structure this approach.
Branding, first of all, aims to make the brand emerge and be remembered by as many people as possible. This is the role of desktop, DOOH, display, and audio: screens with high coverage, capable of reaching a wide audience in a moment of attention, even passive, to build awareness.
Engagement, then, seeks to transform this awareness into active interest: generating clicks, interaction, traffic to a site. Web-mobile and desktop take over here, with more interactive formats, to capture an audience already aware of the brand and invite them to learn more.
Drive-to-store, finally, aims to convert this attention into actual store visits. It relies on fine geolocated targeting (radius, zip code, isochrony…) on in-app display, audio, and DOOH, to reach audiences at the right time, near the point of sale, and guide them concretely to the store door.
The point is not to stack these three objectives independently, but to script them over time. It is this continuity, rather than simple presence on multiple screens, that explains the performance gain.
And because the world is becoming cookieless, this activation also relies on identification solutions: mobile ID, semantic and contextual targeting, to continue to effectively target your audiences, regardless of the screen.
Sight, hearing, touch: a combination that reinforces the impression
Omnichannel is not just about multiplying screens, it’s also about multiplying the senses solicited. And in digital advertising, three senses are truly activatable.
Sight, first, via display, DOOH, and video: it is the most mobilized sense, but it requires an available gaze and quickly runs up against visual saturation.
Hearing, then, via digital audio: it works precisely in moments where the gaze is occupied elsewhere (driving, walking, doing something else), thus touching moments of the day that display cannot reach.
Touch, finally, often forgotten, is nevertheless solicited as soon as a user clicks, swipes, or interacts with a format. This is particularly true in gaming, where the audience is actively engaged in a manual action (playing, aiming, scrolling), a state of attention and engagement much deeper than simple passive reading. Interactive formats, advergames, or in-game integrations exploit precisely this sense, by transforming exposure to a brand into a physical and voluntary action.
Combining these three senses means reaching the audience at different times and in a complementary way, rather than repeating the same type of solicitation. A message seen on DOOH, heard again in audio, then touched with a finger in a game or an interactive ad, anchors brand memory much more than a simple repetition on a single channel.
Measure, to adjust continuously
The last essential link: measurement. A well-thought-out omnichannel strategy is accompanied by tools capable of evaluating the impact of each screen and its contribution to objectives, not just the overall performance of the campaign. Azerion Search Lift allows for the analysis of search trends during the campaign, Azerion Brand Lift to measure branding effectiveness, and Azerion Store Lift to evaluate impact at the point of sale or on the web, by identifying the best mix of screens for each objective.
In conclusion
Combining screens is not about juxtaposing them: it’s about scripting them according to the targeted objective, by leveraging the complementarity of the senses they solicit: sight, hearing, and touch. This approach allows for building coherent, measurable campaigns, and up to 6 times more effective than a single-device activation.
Would you like to know more about our omnichannel solutions? Contact our experts!
*Maximum uplift calculated by comparing the performance of a single-device activation to an omnichannel activation.