Enhancing Omnichannel Strategies with Engaging Video Content
TL;DR
CTV's Role in Omnichannel Marketing Strategies
Consumers engage with media across various platforms. Premion emphasizes that CTV should be a key component of advertising campaigns, delivering high-impact engagement while omnichannel strategies amplify messages across other touchpoints. CTV is now a central pillar of modern media strategies. Advertisers are increasingly viewing CTV as the foundation of their media plans.
A recent survey highlights:
- Over half of CTV advertisers combine social media, streaming audio, or digital display with CTV.
- Advertisers report stronger brand awareness and improved performance across the customer journey.
- Nine in 10 CTV advertisers expect their CTV partner to provide omnichannel solutions.
- Cross-channel attribution and unified reporting remain key measurement challenges. For effective campaigns, Premion suggests a CTV-first approach with omnichannel as the multiplier.
Implementing a CTV-First Omnichannel Strategy
To put a CTV-first strategy into practice, Premion recommends:
- CTV-First Approach: CTV should be central to your strategy, delivering both scale and measurable outcomes. Amplify impact through other channels, reinforcing messages and enabling full-path-to-conversion measurement.
- Unified Measurement: Demand clarity on how each channel contributes to outcomes, moving beyond last-click attribution. Cross-channel attribution allows advertisers to see how CTV exposures influence consumer behaviors.
- Smart Curation and Trust: Prioritize transparency and audience targeting. Curated CTV unifies premium, trusted CTV inventory under a single view, keeping campaigns seamless and enabling reach across devices.
Enhancing Omnichannel Experiences with Video Integration
Firework highlights the importance of video in creating engaging omnichannel experiences. A significant 73% of customers use more than one channel in their purchase journey. Omnichannel retail aims to reach your target market on all channels they use, ensuring your product is visible throughout their customer journey.
Omnichannel vs. Multichannel
Firework distinguishes between multichannel and omnichannel, noting that multichannel involves being present on many channels, while omnichannel involves being present on all channels with a consistent message. The clear benefit of omnichannel is that your brand is always present, regardless of the platform customers use.
Benefits of Video for Omnichannel
Video provides several benefits for omnichannel experiences:
- SEO: Videos appear in 62% of Google’s worldwide searches. Video-only platforms like YouTube and TikTok have also become popular search engines.
- Increased Conversions: Companies using video enjoy a 27% higher click-through rate and a 34% higher web conversion rate.
- Better Online Experience: Video provides better context to products than descriptions or photos alone, leading to more satisfied customers.
- Improved Phygital Experience: Incorporating video into your omnichannel strategy enhances the in-person shopping experience.
Integrating Video into Your Strategy
Firework suggests these ways to integrate video:
- Draw in Customers: Use video to introduce your brand and demonstrate your products.
- Incorporate Video Into the Marketing Funnel: Use short-form video for the top-funnel, influencer livestreams for the mid-funnel, and product tutorials for the bottom-funnel.
- Show Product Value: Educate customers about the value of a product through tutorials, Q&As, and influencer videos.
- Provide Engagement Opportunities: Use interactive video to include links to purchase, learn more, or watch another video.
- Personalize: Use first-party customer data to serve personalized video content.
The Role of Video in Unified Retail Campaigns
Brightpearl explains that omnichannel retail campaigns should use every channel to reach customers with a unified experience. The customer is in the driver seat. Video is a highly engaging medium that can be shared across channels.
SEO and Conversion Benefits
Brightpearl highlights the SEO benefits of video, noting that videos tend to improve your SEO and lower bounce rates. Including video on landing pages drives a 157% increase in organic traffic. Conversion rates also tend to increase when video content is used.
Importance of Video Context
Brightpearl emphasizes that video generates 1200% more shares than images and text. Getting the context of video right allows you to be more relevant, no matter where you are.
Seamless Integration
Brightpearl notes that consumers want their experience with you to be seamless. Omnichannel campaigns should provide pricing and availability information. Video is easy to create, contain, and replace, making it a strong factor in seamless integration.
Internal Education
Brightpearl suggests starting with internal education, using video to teach teams about your products and customer responses. Customer service teams can provide valuable feedback on video content.
Essential Information
Brightpearl highlights that videos allow you to showcase essential information, such as price, product usage, and the feelings associated with using your product. Video viewers retain up to 95% of the information they watch, compared to just 10% when reading.
Digital Audio's Impact on Video Campaigns
SiriusXM Media emphasizes that digital audio is a crucial component of video campaigns. Sound illustrates key messages just as powerfully as images do. The power of audio engages the mind to build worlds and create memorable moments.
Engaging Ears and Eyes
SiriusXM Media notes that the custom, personal, and on-demand nature of digital audio makes it prime for interaction. Listeners are actively engaging with content on platforms like Pandora.
Performance on Audio Platforms
SiriusXM Media highlights that video ads perform well on audio platforms. With screens and without, digital audio is the perfect complement to your video campaigns.
Podcasts and Video Platforms
SiriusXM Media explains that podcasts are thriving on video platforms. Podcast consumption on video platforms like YouTube is up 106% in the last five years.
Incremental Reach
SiriusXM Media emphasizes that digital audio provides incremental reach over other media, including video. Digital audio campaigns drive full-funnel, measurable results.
Pharma Marketing and TV Integration
Simulmedia reports that TV remains a key part of pharma’s omnichannel strategy, enhancing reach, targeting, and engagement across linear and CTV. As the pharmaceutical market expands, it’s essential for pharma brands to use every tool available.
Why Omnichannel Matters
Simulmedia explains that an omnichannel marketing approach helps address persistent challenges by connecting strategies, channels, and data within a unified ecosystem. This approach enhances precision, compliance, and performance.
Common Challenges and Solutions
Simulmedia outlines common challenges and how omnichannel marketing helps:
- Regulatory & Compliance Complexity: Centralized oversight ensures consistent, compliant messaging.
- Fragmented Privacy Landscape: HIPAA-compliant targeting and contextual strategies protect consumer data.
- Digital Transformation & Attribution Gaps: Unified performance measurement across TV, digital, and search.
- Standing Out in a Crowded Market: Creates message depth by sequencing campaigns across channels.
- Uncertainty Around DTC Advertising: Allows flexible budget reallocation between branded and non-branded channels.
TV as a Core Channel
Simulmedia notes that TV (both linear and CTV) remains one of the most trusted sources of information. Linear TV advertising remains a good option for pharma marketers, as the main linear audience is individuals aged 50 and over.
Linear and Connected TV
Simulmedia highlights that linear TV is still a critical driver of brand awareness, complementing digital and streaming strategies. Connected TV advertising enables granular audience targeting while complementing the broad reach of linear TV.
Case Study
Simulmedia shares a case study where a medical device company leveraged TV+® Incremental Lift Studies for Linear TV to assess the lift in conversions driven by their linear campaign. The results included a 130% increase in website entrances, a 360% increase in overall traffic, and a 439% increase in incremental conversions.
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