Behind the research: The untapped opportunity of omnichannel

The Trade Desk Intelligence team set out to understand the impact of connected omnichannel strategies through a first-of-its-kind study. The research revealed meaningful insights around omnichannel marketing, an approach that consolidates media buys across three or more channels to put audiences at the center of a well-coordinated, seamless campaign. 

For instance, the findings indicate connected omnichannel campaigns are more effective to people experiencing them, with connected campaigns shown to be 1.2 times more memorable, 1.4 times more attention-grabbing, and 1.9 times more likely to connect with audiences. 

In the first installment of a video series anchored around our cutting-edge research programs, one of the lead architects behind the omnichannel project, Sara Picazo, director of marketing research and insights at The Trade Desk, discusses the motivations behind the research, the intriguing methodology, and one of the study’s most surprising findings.