What makes multi channel advertising so effective?
If you’ve ever caught yourself humming a jingle without remembering where you heard it, that’s not random—it’s repetition. In advertising, repeated exposure across different platforms reinforces brand messaging and boosts recall.
That’s the magic of multichannel advertising. Instead of relying on a single touchpoint to make an impact, brands that spread their message across multiple channels—CTV, online video, display, social—maximize exposure, build recognition, and drive action.
But what does the data show? And how can you optimize multichannel marketing for maximum impact? Let’s dive into our latest insights.
Why multichannel campaigns outperform single-channel
Today’s consumers navigate content in a fragmented, non-linear way. They might start a product video on mobile during a commute, scroll through social media later that day, and see a related ad on their connected TV that evening. This cross-device behavior makes it increasingly difficult for single-channel campaigns to deliver consistent impact and a single channel strategy can miss some opportunities.
Recent data from our experts confirms that multichannel campaigns consistently outperform single channel ones across key metrics.
In an environment where attention is scattered and competition is high, brands that optimize multichannel marketing are far more likely to break through the noise.
How multichannel strategies tap into consumer psychology
The answer lies in consumer behavior and cognitive psychology:
Repetition strengthens memory
The more frequently we encounter a message, the more likely we are to remember it. Seeing an ad on social media, then again on CTV, and later in an online video reinforces brand recognition.
Different formats trigger different responses
A video ad tells a story, a display banner keeps the brand top-of-mind, and a CTV ad creates a premium feel. When combined, these elements work together to shape perception and influence decision-making.
Cross-device exposure builds familiarity
Today’s consumers move seamlessly between screens. When they see a brand across multiple platforms, it creates a sense of trust and legitimacy.
Which channels drive the highest roi together?
While every brand’s strategy should be tailored to its audience, certain channels have proven to be particularly effective when combined:
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CTV → +5 points in campaign effectiveness
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OLV → +6 points, excelling in storytelling and engagement
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Display advertising → +6 points, ensuring consistent brand presence
Why does it work?
CTV delivers high-impact storytelling on a large screen, increasing credibility.
OLV engages viewers with sight, sound, and motion, creating a lasting impression.
Display keeps brands visible, reinforcing the message across different contexts.
The key isn’t to be everywhere—it’s to be where your audience is, with the right message at the right time.
Going beyond channels: the power of creative variety
Multichannel success isn’t just about where you advertise—it’s also about how. Using diverse creatives across different platforms prevents ad fatigue and increases effectiveness.
Varying creative assets across your multichannel marketing strategy not only captures attention but also strengthens emotional connection. Here’s how different formats can play distinct roles:
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A Video ad can introduce your brand’s story
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A Display ad can serve as a reminder
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A carousel ad (social) can showcase different product benefits
When consumers encounter tailored, platform-specific creatives instead of repetitive messages, they’re more likely to engage, remember, and connect with your brand.
Conclusion: multichannel marketing delivers more than reach
Multichannel marketing isn’t just about increasing reach—it’s about improving effectiveness, deepening brand resonance, and boosting memorability. And it’s precisely where cross-channel measurement becomes a competitive advantage, helping brands understand how each touchpoint contributes to overall impact. Today’s consumers expect relevant, timely interactions across platforms, and the brands that deliver cohesive experiences are the ones they remember.
When done right, a multichannel marketing strategy combines the power of channel mix and creative variation to reinforce brand messaging, build long-term equity, and drive meaningful conversions.
The key is not just to show up—it’s to connect. Experiment, measure, and optimize your multichannel approach to find what resonates most with your audience.
Source: Happydemics benchmarks
