What is Omnichannel Marketing? And How Can FieldTest Help Your Brand Put it to Work?

As consumers increasingly engage with brands across multiple channels and devices, advertisers are seeking new ways to create a cohesive message that resonates with their target audience. Enter omnichannel marketing, a powerful approach that allows businesses to reach their target audience across multiple platforms and devices. It emphasizes delivering a consistent message to customers, regardless of the channels they use to interact with a brand.

So why is omnichannel marketing important? First and foremost, customers are increasingly using multiple devices throughout the course of their day. When brands engage with these customers through these devices, they expect a seamless experience across all of them. This has been shown to increase customer loyalty, whereas a poor experience can lead to customers being lost to competitors who offer a more cohesive brand experience. On top of that, omnichannel marketing allows businesses to leverage data more effectively than ever, gaining valuable insights into consumer behavior and preferences that can inform future marketing strategies. When businesses have access to the right data, they can deliver a more personalized and relevant experience to their customers, resulting in increased engagement and brand loyalty.

FieldTest offers an all-in-one omnichannel platform that includes ad buying capabilities across multiple channels so you can effectively reach your target audience and build this cohesive, cross-channel experience they expect. Each channel has its unique benefits, and deciding which channels to use will vary depending on your needs and your customers’ profile. To help you better understand just what each channel is and how you can best put them to use with FieldTest, let’s go through each of the channels we offer and what they are best used for:

1: Build a solid campaign foundation with Display Banners

Display advertising is a tried-and-true method of digital advertising that has been the backbone of online marketing for years. Cost-effective, highly targeted, and highly optimizable, banner ads provide excellent bang-for-buck for brands looking to expand their online footprint, drive more traffic to their website and get more sales.

FieldTest makes it easy for brands to put these ads to work for them. Our drag-and-drop banner ad uploader accepts all major banner sizes and formats, meaning anyone can easily create and launch display campaigns, with or without technical expertise. Don’t have custom designed banners? Our PageBoost automatic ad builder can create powerful content ads in seconds using only a URL.

Our advanced targeting capabilities allow advertisers to reach their audience with precision and accuracy. Target your ads by interest, behaviors, location with ease or use the FieldTest pixel to gather advanced targetable data insights such as site visitors, past purchasers, or cart abandoners.

By delivering relevant and engaging banner ads to your target audience, you can create a strong online presence and capture the attention of potential customers effectively and efficiently.

While we consider digital display banners to be the foundation of any effective omnichannel campaign, that’s not all we offer by a long shot…

2: Capture your customers’ attention in their living rooms with CTV

With more and more people cutting their cable and relying and free streaming television options, Connected TV advertising has become an increasingly popular channel in recent years. Whether using devices like Roku and Amazon Fire Stick or just the free streaming channels built right into their televisions, an ever increasing number of consumers are tuning out of traditional television and into the CTV space. That’s where your brand comes in.

By utilizing FieldTest's CTV capabilities, businesses can tap into the power of streaming devices and connected TVs, reaching audiences where they are most engaged, and on their most trusted household device. Our platform offers advanced targeting capabilities, including the ability to target based on viewing behavior, consumer intent, location and more, allowing you to reach your ideal audience with precision.

One of the key advantages CTV offers is the level of measurability it provides. Advertisers can track and analyze a variety of metrics on their CTV campaigns, including impressions, completion rates, click-through rates, and more, giving them a detailed picture of how their campaigns are performing. This data can be used to optimize future campaigns, ensuring that ads are delivered to the right audience, at the right time, and in the right context. Additionally, the data gathered from CTV campaigns can be used in conjunction with data from other marketing channels, all from the FieldTest campaign dashboard, providing valuable insights into the health of all marketing initiatives and helping brands like yours make informed decisions about where to invest their advertising dollars.

3: Speak to your customers where they’re listening closest with Digital Audio Ads

Every day, millions of Americans listen to some form of digital audio - wether that’s streaming music on Spotify, listening to their favorite satellite radio stations on their commutes to work, or checking in on their favorite podcasts. FieldTest Digital audio advertising lets brands like your buy ads on any and all of these popular digital audio services, giving you a unique opportunity to connect with your audience in the places where they are listening the closest.

The highly personal and intimate nature of streaming audio offers Audio advertising one of its most potent benefits. Unlike other forms of advertising, audio ads can be delivered directly to a listener's ear, creating a one-on-one connection between the brand and the listener. This makes audio ads a powerful tool for building brand awareness, increasing brand loyalty, and driving sales.

This isn’t just speculation! A recent study by Nielsen found that audio ads are one of the most memorable form of advertising, with 81% of listeners recalling an audio ad they heard in the past month. Additionally, audio ads have been shown to have a high level of engagement, with listeners staying tuned in for an average of 30 seconds or more. This high level of engagement translates into increased brand awareness and can even drive sales. In fact, a study by Edison Research found that 65% of listeners have taken action after hearing an audio ad, such as researching a product or making a purchase.

Digital audio advertising is a powerful tool in any omnichannel campaign. From increased brand awareness and engagement to driving sales and conversions, the benefits of incorporating digital audio advertising into an omnichannel marketing strategy are clear.

But good ad campaigns don’t only build relationships with customers in their intimate personal spaces, sometimes you have to target them in places that are a bit more public..

4: Create positive brand interactions wherever your customers go with DOOH

Chances are you’ve seen a DOOH ad in the wild. Maybe you were at the mall and saw an ad for a store around the corner on a kiosk. Maybe you were taking a trip downtown and notices a digital billboard on the side of a bus stop. Maybe you were hopping into a cab and saw a personalized ad on the in-headrest television. You may not know it, but these ads are called Digital Out of Home (DOOH) and they are delivered the same way your digital display banners are! They represent a huge part of any established brand’s marketing efforts due to their visibility and massive audience footprint, and now FieldTest can help you get in on the opportunity.

DOOH advertising is a rapidly growing advertising channel that can't be ignored in an effective omnichannel strategy. We allow businesses like yours to access DOOH inventory from a simple online platform, enabling you to create and launch campaigns from bus stops to hospital televisions to mall kiosks and more quickly and easily. Our advanced targeting capabilities ensure that ads are delivered to the right people, in the right place, at the right time, driving maximum impact and results and, like all FieldTest channels, the results are all trackable from our campaign dashboard so you can make smart decisions with your marketing dollars.


Take your advertising to the next level with FieldTest’s Omnichannel capabilities

Omnichannel marketing is becoming more and more critical for businesses to adopt. Consumers are interacting with brands across multiple channels and devices, and it’s vital for brands to provide a targeted experience across all touchpoints. By incorporating channels like Connected TV, Digital Display, Digital Audio, and DOOH into your marketing mix, you can reach consumers where they are most engaged and drive real results.

Omnichannel marketing can seem daunting, but with the right partner, it can be incredibly effective. At FieldTest, we specialize in helping brands create omnichannel campaigns that deliver big wins. Speak to one of our sales representatives today to find out which channels are right for your brand and how we can help you achieve your marketing goals.