Omnichannel Marketing Services & Solutions

Reach consumers seamlessly across all programmatic channels and formats with Viant’s DSP.

Omnichannel Platform for Advertising & Marketing

With Viant, you can manage campaigns across connected TV (CTV), linear TV, digital out-of-home (DOOH), audio, mobile, desktop and in-game, without having to constantly switch between platforms.

Why Omnichannel Marketing Matters for Modern Advertisers

Consumers no longer experience media in separate channels. They now stream video on connected TV, browse on mobile while watching, and later go on their desktop for other reasons, most oftentimes within the same hour. For advertisers, this creates both a challenge and an opportunity: how do you maintain message coherence when your audience moves fluidly between platforms?

The Shift from Multi-Channel to Omnichannel

Traditional multi-channel marketing treats each platform as a separate silo, including distinct campaigns, different metrics, and no coordination between touchpoints. You might run video on streaming TV, display on desktop, and mobile ads, with each operating independently.

Omnichannel marketing flips this approach. Instead of parallel campaigns that ignore each other, you now can create a coordinated experience where each touchpoint builds on the previous ones. The person who sees your brand on streaming TV receives complementary content on their phone that acknowledges their position in the customer journey.

Why Media Coordination Drives Better Results

When messages work together across platforms rather than competing in isolation, several improvements emerge, including:

Sequential storytelling is becoming possible. Introduce your brand on one channel, deepen the message on another, and drive action on a third—rather than repeating the same pitch everywhere.

Frequency management improves. Control total impressions across the full channel mix instead of accidentally overexposing someone or missing them entirely.

Attribution becomes clearer. Measure how touchpoints work together rather than assigning credit to individual last clicks.

Budget efficiency increases. Allocate spend where each channel adds unique value rather than duplicating reach.

The Implementation Challenge

The concept is straightforward. However, execution is not. Running coordinated campaigns across video, display, audio, mobile, and emerging channels traditionally requires multiple vendor relationships, manual work to ensure creative consistency, complex frequency deduplication, and stitching together disparate data sets.

This operational complexity is why many "omnichannel" efforts remain multi-channel campaigns in practice as separate executions are loosely grouped under one strategy.

How Viant's Omnichannel Platform Solves This

Viant's omnichannel marketing services are built to eliminate the complexity of coordinated multi-channel execution. Rather than managing separate vendors and platforms for each channel, advertisers get a unified environment for the entire process.

Single-platform campaign management. Plan, execute, and optimize campaigns across connected TV, display, mobile, audio, and digital out-of-home from one interface, eliminating the need to juggle multiple systems and vendor relationships.

Identity-driven coordination. Viant's Household ID connects the dots across devices and channels, enabling true frequency management and sequential messaging based on recognizing the same consumer throughout their journey.

Unified measurement and attribution. Instead of stitching together fragmented reports from different platforms, access integrated analytics that show how channels work together to drive outcomes, not just which got the last click.

Real-time optimization across touchpoints. Make strategic decisions about budget allocation, creative rotation, and audience targeting based on cross-channel performance signals, not siloed channel metrics.

This integrated approach transforms omnichannel from a coordination challenge into a strategic advantage, enabling the kind of sophisticated, audience-first campaigns that fragmented execution makes nearly impossible.

As media consumption fragments further, successful advertisers will be those who meet audiences coherently wherever they are. That requires moving beyond channel-specific tactics to embrace coordinated strategies that recognize the same person across every touchpoint, and to deliver experiences that reflect that recognition.

Connect with TV viewers and manage reach and frequency across Connected TV (CTV) devices to drive better engagement across brand-safe, premium environments.

Omnichannel Marketing FAQ

WHAT IS THE DEFINITION OF OMNICHANNEL MARKETING?
Omnichannel digital marketing is a strategy that uses various digital channels, such as traditional ad channels like Native and Display, as well as emerging (and cookieless) ad channels like Connected TV, Digital Audio, In-Game and more.

WHAT ARE SOME OMNICHANNEL MARKETING EXAMPLES?
A single digital advertising campaign that is executed across Connected TV and Streaming Digital as well as Native, Display and Mobile.

WHAT OMNICHANNEL MARKETING SERVICES DOES VIANT OFFER?
As a demand-side platform (DSP) that does not require third-party cookies to use, Viant offers omnichannel marketing services across traditional channels like Display, Native and Mobile as well as Connected TV (CTV), Streaming Digital Audio, In-Game and more.

WHAT ARE THE BENEFITS OF OMNICHANNEL MARKETING?
Omnichannel marketing allows marketers to reach consumers across any digital advertising channel — from Native and Display to CTV and Streaming Digital Audio.

WHAT ARE THE FOUR PILLARS OF OMNICHANNEL MARKETING?
Visibility, Measurement, Personalization and Optimization.

WHAT IS MULTICHANNEL VS OMNICHANNEL MARKETING?
Multichannel marketing refers to the use of multiple channels, such as email, social media, physical stores and websites, to reach customers and promote products or services. Omnichannel marketing focuses on creating a seamless and integrated experience for customers across all channels.

HOW DOES AN OMNICHANNEL MARKETING PLATFORM IMPROVE CUSTOMER ENGAGEMENT?
An omnichannel marketing platform helps enhance customer engagement by delivering personalized, consistent experiences across multiple touchpoints—including CTV, display, mobile, social, and programmatic ads. It unifies data to help ensure cohesive messaging regardless of where a customer interacts with a brand.

HOW DOES OMNICHANNEL MARKETING DIFFER FROM MULTICHANNEL MARKETING?
The key difference between omnichannel marketing and multichannel marketing is integration. Omnichannel marketing synchronizes all channels to create a seamless and personalized experience for customers.

HOW DO OMNICHANNEL MARKETING SERVICES HELP WITH AUDIENCE SEGMENTATION?
Omnichannel marketing services leverage AI, first-party data, and cross-device tracking to help create granular audience segments based on behavior, demographics, and purchase intent.

WHAT ARE THE KEY PERFORMANCE METRICS FOR MEASURING OMNICHANNEL CAMPAIGN SUCCESS?
Measuring omnichannel campaign success requires tracking both engagement and conversion metrics to evaluate performance across multiple touchpoints.

WHAT INDUSTRIES BENEFIT THE MOST FROM OMNICHANNEL MARKETING SOLUTIONS?
Industries that rely on data-driven audience targeting and cross-device engagement can benefit the most from omnichannel marketing solutions.