Why Omnichannel Programmatic Matters for Advertisers


“Omnichannel” is one of those programmatic buzzwords that gets thrown around a lot. However, behind all of the buzz are several real-world applications advertisers should take advantage of. Read on to learn more.


Understanding the Challenge and the Benefits

The programmatic ecosystem is complex, and can be a headache for advertisers to navigate. Buyers conduct their purchasing journey via a variety of channels, including mobile, video, display, native, OTT/CTV, and social. This leads to challenges like figuring out which channels are performing best for certain demographics, where to allocate budget, and how to blend tactics to make sure you are reaching your target audience, all while trying to keep the whole operation as seamless as possible. Before you know it, you’re working with ten different vendors and trying to implement a cohesive programmatic strategy across multiple platforms—splitting budget between an array of vendors, dealing with multiple integrations and purchasing contracts, working with multiple interfaces to execute campaigns, sorting through multiple reporting engines which don’t talk to each other, and more.

But take heart. By investing in a true omnichannel programmatic solution, advertisers can work with just one vendor on one platform to seamlessly execute campaigns across a variety of channels. What’s more, advertisers can see what campaigns resonate with which audiences, shift budget to different channels based on performance, and make adjustments to improve performance regardless of channels. The research backs up the effectiveness of an omnichannel programmatic solution.


Check out the following research on omnichannel:

When buying an item, consumers use an average of almost six touch-points with nearly 50% regularly using more than four.
(Marketing Week) Companies with extremely strong omnichannel customer engagement retain on average regularly 89% of their customers, compared to 33% for companies with weak omnichannel customer engagement.
(Aberdeen Group) Companies with extremely strong omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for weak omnichannel companies.
(Aberdeen Group) In a recent study, omnichannel campaigns saw an 18.96% engagement rate , while single-channel saw just a 5.4% engagement rate.
(ClickZ) Omnichannel campaigns produce a 250% higher rate of purchase frequency than do single-channel campaigns.
(ClickZ) Customer retention rates are 90% higher for omnichannel campaigns than for single-channel campaigns.
 Omnichannel strategies drive an 80% higher rate of incremental store visits.



Get the Right Omnichannel Programmatic Solution

While all of the digital channels now available to advertisers represent exciting opportunities for reaching consumers, managing them can be challenging. Not only that, there are the added challenges of dealing with multiple vendors and platforms, and planning campaigns across channels. Additionally, there are difficulties surrounding optimizing performance and accurate measurement.

Simpli.fi has a fully omnichannel programmatic platform that is ready to meet these needs. We help advertisers realize the full benefit of omnichannel in the following ways:

  • Streamline campaign processes and create efficiencies in workflows by consolidating your programmatic advertising tools into one platform.
  • Combine your programmatic, Facebook and Instagram campaigns via Simpli.fi’s managed service offerings to create comprehensive workflow for your digital marketing strategy.
  • Quickly optimize campaigns by reallocating spend to the highest performing channels and tactics to drive results through a variety of omnichannel solutions within Simpli.fi’s UI.
  • Create single, comprehensive reports to analyze and understand how your campaigns are performing and make adjustments in real-time to drive higher performance.
  • Curate custom audiences and then target them at the household-level at scale across different tactics, all in the same platform.

With Simpli.fi, your budget, campaign planning and execution, and access to all of your programmatic channels are all there on a single platform with a single provider. Not to mention, marketers have access to data in real-time on which devices or media types are performing (or not), and can then optimize accordingly on behalf of their client(s). With this level of insight, Simpli.fi clients can steer programmatic performance as a whole and reallocate budgets to the most effective impressions and relevant messaging. This leads to significant increases in ROI, overall efficiency, and big decreases in confusion and time waste.

Ready to experience a true omnichannel programmatic platform? Reach out to us at hi@simpli.fi to get started.