The Marketer’s Guide to Unlocking Omni-Channel Success

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Digital marketing has changed dramatically over the past decade, with forces like mobile, streaming video, social

media and programmatic buying transforming the ways that marketers can reach consumers.

One reason that digital spend is only now surpassing traditional is that so much of the investment in campaign

infrastructure has come from the major holding companies and the biggest-spending advertisers. Over the years,

that investment has now paved the way for the mid-market to leverage the same tools to deliver omni-channel

campaigns that reach consumers online and off.

With more media options than ever, and increased competition for consumer attention, mid-market advertisers

need to leverage all of the available tools and technologies to manage full funnel campaigns that capture consumer

awareness and move those potential customers towards a sale. Success in this digital era ultimately comes down to

how marketers strategize their campaigns, optimize with the use of data, and measure with attribution models.

In 2018, digital media spending will surpass traditional media for the first time.

73%of consumers shop onmore than one channel

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Many brands often feel that full-funnel, omni-channel campaigns are reserved only for global or Fortune 500

advertisers with expansive budgets. That’s simply not the case, and every performance-driven brand should be

taking full advantage of the power that comes with running full-funnel campaigns.

Marketers are clearly interested in the benefits of omni-channel, as 57.1% devoted more time on cross-channel

measurement and attribution in 2017, according to eMarketer. By reaching consumers across all channels,

marketers ensure that they are getting outside of siloes and reaching the most valuable audiences, no matter

where, when or how those audiences consume media.

Omni-channel marketing is not merely about buying media across multiple channels at the same time. After all, it’s

not hard to execute a multi-channel campaign with several unconnected media buys. True omni-channel relies on

extending pieces of a brand’s core message across multiple channels throughout the consumer journey. This means

engaging consumers at the initial stage, and then continuing to message them as they move throughout the funnel,

touching them across channels, devices, and times of the day.

Key to this success is an understanding of how the multitude of digital channels not only work, but how they

work together to drive success. The combination of two channels like search and display is not a simple 1 + 1 = 2

equation. The right combination of channels, strategies and tactics should yield exponential lift, with each channel

working in concert to deliver a campaign that is greater than the sum of its parts. Brands may find that video,

display and out-of-home deliver the most impact to their target audience. Others may find that mobile display and

video works for one segment of their desired consumers, while another only responds to desktop video and social.

Identifying these combinations, which are unique for every marketer and campaign, is key to driving omni-channel success.

Building omni-channel campaigns that drive sustainable performance01

3X higher effectiveness rates are reported by companies using multi-channel

marketing vs. non-integrated campaigns

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What truly makes omni-channel a powerful force in today’s marketing is that buying decisions are made with

an informed, data-driven strategy. Managing omni-channel campaigns requires integrated audience insights

from digital, as well as offline. Many marketers may be intimidated by the task of unifying their audiences across

channels, activating them for a campaign, and further enhancing that data set to drive the best results. Marketing

organizations also need to be aligned around how they’ll use new, cutting-edge technology as part of their

strategy, for delivering and measuring media.

AUDIENCEX helps brands and agencies strategize and execute these campaigns with a full suite of high-performing

digital solutions. We can construct a cohesive, sustainable campaign structure that drives and delivers success for

numerous different kinds of advertisers, no matter their campaign goals and key performance indicators (KPIs).

We provide all of the tactical needs for marketers, including communications planning, account management,

reporting and creative. Our proprietary real-time reporting tools allow us to monitor, quantify, and visualize a vast

array of performance data. AUDIENCEX’s creative services are driven by an integrated understanding of the full

campaign picture, including communications architecture, business objectives, and the customers’ journeys.

From there, we’re able to design high-impact, multi-channel creative, whether the goal is building brands or driving

results for performance.

93%Increase in spend by omni-channel

customers when compared to thosewho purchase direct online

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Finally, we help brands make informed decisions around channel-mix and budgetary

allocation, ensuring that the campaign leverages the best performing blend of media

options, which will include many of the following:

DISPLAY

The increasing complexity of consumer online behavior, along with the

pressure on marketers to create more conversions with ever-shrinking budgets, can cause anyone hoping

to effectively reach their various target audiences to lose heart. AUDIENCEX overcomes this task by working

with the industry’s leading display technologies, including Sizmek’s game-changing programmatic marketing

platform, to connect marketers with consumers at every key moment of influence. This enables us to optimize

media spend, engage, up-sell, and retarget consumers across multiple addressable, programmatic channels,

including display, video, mobile, and social – all in real-time.

VIDEO

Digital video is revolutionizing the way potential customers see and interact with the world. Our cross-channel

video advertising campaigns accompany users across platforms, screens, and devices. Utilizing display, in-

stream, social, mobile, and Programmatic TV, we provide stimulating and compelling experiences at every

touch point and every stage of the customer journey. Like all of our other media approaches, video is driven

by data and focused on results.

DYNAMIC CREATIVE OPTIMIZATION

Every brand story is different, and there are millions of potential ways to bring those stories to life. In

partnership with Sizmek we can now deliver the industry’s best-performing Dynamic Creative Optimization

(DCO) solution, which enables hundreds of thousands of ad permutations per second, creating opportunities

to personalize variations to engage potential customers in ways that are vastly more unique and targeted than

ever before. DCO has been shown to deliver an average of 60% lift in campaign performance, representing a

quantum leap forward in brands’ ability to deliver highly individualized variations within their storytelling choices.

02 Channels

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PROGR AMMATIC NATIVE

Your end users want to engage with relevant content as part of a unique overall experience. AUDIENCEX’s

Programmatic Native tools serve ads on an impression-by-impression level, leveraging real-time data that

allows marketers to parcel their spend based on pre-set parameters. These can include geographic location,

device, language, contextual and behavioral cues, conversion activity, and much more. The result is a

combination of the contextual integration of native advertising and the precise, audience-specific targeting

that performance marketers have come to expect from their programmatic display campaigns.

SOCIAL

Social media enables brands to build resonant, multi-faceted consumer engagement while gaining a

deeper insight into audience behaviors. AUDIENCEX takes full advantage of the power of Facebook,

Instagram, Twitter, and LinkedIn, as well as influencer campaigns, to achieve the kind of brand visibility and

engagement that guides behavior throughout the customer journey. We implement sophisticated audience

segmentations, develop and design content, and deliver real-time campaign optimization to continuously

elevate campaign performance.

AUDIENCEX, in partnership with Sizmek,now delivers the industry’s best performing

Dynamic Creative Optimization solution.

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PAID SE ARCH

Every AUDIENCEX pay-per-click (PPC) search campaign is subjected to rigorous analysis, customization,

optimization, measurement, and refinement, according to our proprietary methodologies, to maximize

online market reach and ROI. Our Google AdWords-certified paid search team uses custom bid-management

software to capture valuable, high-intent site traffic by identifying and targeting the keywords that are most

relevant to your online consumers.

SEO

Data-driven search engine optimization lets AUDIENCEX boost client visibility among the results of all the

major search engines. Tactical SEO initiatives touch upon everything from content creation and ongoing

content implementation, to keyword implementation within a web page’s metadata. Our objective is

to deploy innovative SEO techniques across your marketing landscape to ensure that you’re optimally

positioned for growth.

Data is the currency for marketing innovation today. Any marketer looking to

run true omni-channel campaigns must be data fluent and data driven.

Mastering omni-channel requires the marketer to take two perspectives on data:

there is audience data, used to build strategy and help with targeting, and there

is campaign data, which fuels ongoing efforts and makes omni-channel such an

innovative, game-changing approach to advertising.

AUDIENCE

As consumers move across the internet, they generate a wealth of data signals that marketers can leverage,

without ever touching personally-identifiable information. Many marketers are already familiar with how

they can leverage these behavioral signals to target consumers, using either their own first-party data or

second- and third-party data segments.

But omni-channel relies on a holistic point of view, one that leverages online and offline signals to capture

how consumers interact with media throughout the day.

03 Data03

4.3The number of connected

devices adults in theU.S. use online

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Marketers must break down the siloes so that all of their data is combined, and their offline information

– including customer relationship management (CRM) files and sales logs – is onboarded and matched to

online profiles. All of this must be done with strict adherence to privacy regulations as well.

Only after unifying these audiences can marketers activate them across channels. At AUDIENCEX, we can

further help marketers enhance their audiences through our industry-leading third-party data partners,

providing additional insights and scale.

This 360-degree view of the consumer fuels the initial media strategy and informs the preliminary targeting

parameters. This is the foundation that allows a brand to start targeting consumers with the right message

at the right time, as opposed to simply buying media across channels and hoping it reaches the desired

audience. It’s not a matter of simply targeting them with a message after they leave a website, but of

understanding when the consumer uses their mobile device, when they use the desktop, and when they

might encounter offline messages through print or out-of-home advertising.

CAMPAIGN

Of course, true omni-channel goes well beyond using data to only target and serve ads. One of the benefits

of running an omni-channel campaign is that it generates lots of campaign data across those channels.

Every time an ad is served, it creates a measurable consumer interaction. The consumer may see an ad and

immediately click it. From there, they may continue down the funnel towards a conversion event, whether

that’s a purchase, sharing an email address, or filling out a form.

True omni-channel campaigns must be data fluent and data driven.

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Data is the currency for marketing innovation today.

Of course, they may click an ad and then do nothing once they reach the landing page. They may ignore one

display ad but click on another with different messaging. They may ignore display altogether, but watch a video ad

through to completion. They may engage with mobile but ignore desktop ads.

No matter what the consumer chooses to do with an impression, the outcome is a valuable piece of information.

By aggregating this data together, the marketer gets a holistic look at how each channel is performing with

consumers. This drives better decisioning for these campaigns in real-time and provides insights that help shape

future campaign strategies.

At AUDIENCEX, this data fuels much of what we do in helping marketers build lasting campaign models that reach

consumers at all points in their journey toward conversion. When performance data, such as clicks, conversions

and engagements, is cycled into an optimization structure, it allows the campaign to get smarter in real-time.

That’s what optimization looks like on the macro level, across the campaign. The rise of data and technology also

opens the door to flexible, optimized campaigns strictly within one channel, such as display or video. Marketers

can leverage AUDIENCEX’s cutting-edge DCO tool to serve thousands of permutations of display ad creative to

their target audience. With each flight, the system gathers performance data and optimizes toward the creative

version that will deliver the best possible outcome. It’s one piece of the marketer’s arsenal, but when used as

part of an omni-channel campaign, this kind of optimization provides valuable insights that can be used across all

channels.

Omni-channel should not be considered a one-time initiative. Rather, marketers should approach it as an ongoing

effort that they can continue to fine tune. If a large number of consumers engage with video over display, then the

marketer can divert more spend toward video to better reach this audience segment. The goal is to optimize the

media mix so that it is always delivering the highest return with as much efficiency as possible. As marketers get

smarter about how their audience will respond to certain channels, they can also divert smaller amounts of budget

towards new and emerging channels. Every campaign flight will better inform the next one.

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Campaign data helps fuel ongoing efforts in real-time, but it also provides incredibly valuable insights for

measuring success and plotting out future marketing efforts. Once campaigns end, marketing teams have always

been tasked with understanding how effective their campaigns actually were. But the explosion of internet-

connected devices has led to seemingly infinite consumer touchpoints. The consumer journey is no longer linear,

which means that true full funnel omni-channel campaigns require managing investment across all of these

touchpoints.

This can create a headache for marketers, and

omni-channel can further complicate the picture.

If marketers want to continue running holistic

campaigns, they must go beyond basic ROI to

understand how each channel performed against

the campaign KPIs and which ones drove the

most ROI. Marketers need to know which creative

and media channels helped consumers move

within the funnel towards conversion, and if other

touchpoints caused consumers to turn back.

These needs have made attribution – the process

of crediting sales to specific channels – of the

utmost importance to marketers.

To make things somewhat more complicated, omni-channel attribution requires measurement of both online and

offline performance to get one clear view of performance. This necessitates combining two disparate data sets

that are measured in different ways into one usable source. This is no easy task, and a majority of marketers have

said that cross-channel audience identification and matching is one of the greatest challenges in omni-channel

marketing, per data from eMarketer.

Fortunately, there has been an incredible amount of innovation in this field in recent years, finally giving marketers

the ability to bring their offline data online, combine it with online performance data, match the audiences and

better understand how the target interacted with media. This, in turn, powers the many attribution models that

can help marketers formulate the smartest omni-channel campaigns, ensuring that they have the resources to

build, execute and analyze campaigns from end to end.

Attribution04

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AUDIENCEX helps clients by building custom attribution models - ensuring that we make sense of it all in real-time

- and that we can drive better success in the future, KPI by KPI. Using a proprietary Universal Conversion Tracking

Pixel for online activity and an API for offline events, AUDIENCEX is able to provide several different attribution

models to meet marketers’ needs. Real-time attribution gives marketers the agility to change their campaigns

quickly to maximize results. Offline attribution gives offline categories equal footing in all analytics reports, helping

marketers with heavy broadcast TV components of their campaigns. AUDIENCEX also provides content marketing

attribution to determine which product categories or blog articles contribute most to sales.

Our proprietary attribution tool captures and analyzes every step along the multi-dimensional consumer

journey, allowing us to measure the impact across mobile, display, video, paid search, over-the-top TV, linear and

addressable TV, and out-of-home. In Q2 2018, AUDIENCEX will launch our new attribution and reporting platform

to further help advertisers understand which touchpoints are influencing a consumer to move down the purchase

funnel towards a conversion.

To analyze campaigns, AUDIENCEX first delivers ad exposures, and then matches these exposures to an audience

of more than 150 million consumers. We can then determine how many consumers exposed to the omni-channel

messaging converted (again, looking at combined online and offline conversions). This exposed group is then

compared to an unexposed group, based on a one-to-one lookalike audience. The difference in conversion rate

between these two groups allows AUDIENCEX to calculate return on ad spend, with a sense of how each channel

contributed to that return.

These insights determine future spending levels for each channel, and the proper media mix for each client.

Armed with this information, marketers can adjust their omni-channel campaigns on an ongoing basis, ensuring

that the campaign sustains maximum performance against KPIs while remaining flexible and adjustable. This

continuous cycle of improvement is truly disruptive to the traditional method of media buying, and will position

marketers for success well into the future.

Our custom attribution tool captures and analyzes every step along the multidimensional consumer journey.

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The proliferation of media channels has led many marketers to try to break

down their organizational siloes and unite their media plans. Omni-channel is

the future of marketing, but for many, it’s still difficult to get off the ground.

By leveraging omni-channel campaigns that are built on top of data and utilize

cutting-edge attribution strategies, marketers can ensure all of their media is

working together in harmony.

By making use of all of the first-party data at their disposal, and then enhancing it with best-in-class second- and

third-party data sources, marketers can build holistic views of their desired customers. This allows them to serve

targeted, personalized messaging, and then use those performance insights to develop the right blend of media

going forward. This powerful combination allows marketers to increase their reach, revenue, and ROI.

Measureable, repeatable and sustainable campaign success is nothing short of a win for any marketer in a crowded

landscape. Rather than feel intimated by the explosion of consumer touchpoints, marketers should embrace the

power that these new media avenues offer. Marketers that leverage the power of omni-channel can acquire new

customers, deliver personalized messaging, and fully measure their ROI across the complete campaign. For those

still unsure of where to start, or looking to accelerate existing campaigns, AUDIENCEX can help.

For performance-driven agencies and brands AUDIENCEX helps separate the signal from the noise. We create powerful omni-channel campaigns informed by an

embrace of technology, content and strategy.

888.545.0009 / hello@audiencex.com

Conclusion05

350 +Active customersrunning campaigns

700 +Current campaigns

including omni-channel solutions

3.5 +Years of averageclient relationship

10Offices: Los Angeles

Boston, Chicago, Dallas,Washington D.C. Denver,

New York, Scottsdale,St. Louis, Toronto