Multi-Channel versus OmniChannel

All brands engage with consumers on a variety of channels, whether those are display, social, mobile, television, radio, direct mail, or email. Most brands utilize at least three channels to engage with consumers, called a multi-channel approach. Multi-channel is important for brands to achieve reach and frequency needed for impactful advertising.

OmniChannel consists of utilizing a targeted marketing database to engage the same set of consumers across all channels. This is made possible because Personally Identifiable Information (PII), IP address, Mobile Device ID and Cookie Data are now synced. The data available allows us to bridge the gap between online and offline information. With OmniChannel, we create a database targeting only the highest-valued potential consumer base.

With the current state of traditional media (print, television, and radio) advertising is not as effective due to targeting limitations. Traditional advertising has recognized the need for a targeted multi-channel approach; OmniChannel.

Optikal has collaborated with major Internet radio stations, expanding and developing the ability to target consumers based on PII.

In test markets, the AT&T AdWorks platform is able to link PII with the traditionally viewed television stations. This technology bridges the gap between targeted online ads and targeted television ads, allowing advertisers to pinpoint advertising based on address. The more data synchronized and attached to PII, the more targeted advertisers can be.

At Optikal, we specialize in OmniChannel advertising. With our extensive data partnerships, we can leverage online and offline data to ensure we are hitting your high-valued customer. No advertising dollars are wasted, which leads to increased conversions at a lower cost per acquisition, according to your goals.