Your 3‑step guide to implementing impactful omnichannel campaigns

An omnichannel strategy is a lot like producing a great song: It’s all about finding the right mix. This approach unifies multiple digital channels to improve engagement and drive better results across the marketing funnel. To help maximize performance, advertisers can use The Trade Desk platform to strategically plan, execute, and measure campaign results holistically.

Adding just one more channel to your media mix can reduce cost per action (CPA) by 14% and lower the cost per unique household reached by 21%.¹ Activating omnichannel campaigns can help boost attention, reduce ad fatigue, and enhance outcomes at every stage of the funnel.¹ 

But how can you execute high-performing omnichannel campaigns on our platform? It comes down to three steps. 

1. Planning 

Think of planning as assembling the perfect band: You need the right mix of instruments (or channels) to create harmony. Better-performing omnichannel strategies use at least three channels, and testing different combinations can reveal powerful synergies. 

Our latest platform experience, Kokai, offers seven addressable channels with premium global inventory. Use the planning stage to run campaign forecasts that can help determine the best distribution of channels and inventory for your campaign based on extensive data. 

• CPMs can vary by channel — run separate forecasts for each channel to help ensure a more precise output. 

• Use the Sellers and Publishers 500+ to access premium inventory across every channel. 

• Reference your forecasted Decision Power Score to help ensure scalability. 

2. Campaign setup 

Much like composing a song, a campaign setup can allow for every element to work together seamlessly. Kokai offers you many ways to structure campaigns for unified cross-channel execution, from channel-specific targeting to groupings, allowing you to reach customers at any stage of the funnel. 

• Break out channels into separate campaigns to align targeting settings with compatible channels. 

• Set up ad groups within campaigns that engage consumers at each stage of the funnel, from awareness to consideration and conversion. 

• Use campaign groups to optimize performance across multiple campaigns with shared objectives. 

3. Measurement 

Like a sound engineer fine-tuning a track — balancing levels, adjusting EQ, and refining the final mix — measurement helps you identify the strongest channel combinations and optimize performance in real time. Our platform offers many unique measurement solutions: 

• Path-to-conversion reporting helps make sense of complicated user journeys from the initial touchpoints all the way through to conversion, allowing you to identify the best-performing channel combinations and refine your strategy accordingly. 

• Use the Measurement Marketplace (Mm) tile to connect with partners that measure brand lift, in-store sales, and other offline outcomes. 

Maximize the impact of omnichannel strategies 

Running impactful omnichannel campaigns isn’t just about your brand being present on multiple channels — it’s about creating connected, personalized experiences that can drive measurable results. With Kokai’s tools and strategic insights, you can do just that. 

Ready to elevate your omnichannel campaigns? Contact your Trade Desk representative today.