New Delhi: AdTech company VDO.AI, in partnership with ad-fraud and brand safety intelligence company mFilterIt, has launched The Omnichannel Advertising Playbook, a report based on insights from more than 1,000 campaigns across India’s digital ecosystem.
The report examines how brands can navigate fragmented consumer journeys, connect channels more effectively and improve trust and efficiency in their media investments. It highlights the need for brands to move beyond treating Connected TV (CTV), online video, display, YouTube and in-app advertising as independent media buys, and instead assign each channel a clear role within the overall consumer journey.
According to the report, Online Video accounted for 29% of the average channel mix across the campaigns analysed, followed by Connected TV at 24%, Advanced Display at 21%, YouTube at 15% and In-App Advertising at 11%.
Campaigns that adopted a complementary cross-channel approach recorded 34% higher brand recall, 46% higher campaign engagement, 28% higher conversion rates and 19% greater media efficiency. The report attributes these gains to more consistent messaging across touchpoints, incremental reach, reduced audience duplication and more opportunities to influence consumers across the purchase journey.
As brands expand their media mix, the report also highlights challenges such as audience duplication, media wastage and invalid traffic. The Omnichannel Playbook combines VDO.AI’s channel strategy with mFilterIt’s ad-fraud detection and media verification capabilities, while advocating independent verification across platforms.
Arjit Sachdeva, Co-founder, VDO.AI, said, “One of the biggest gaps in media planning today is that we have become very good at measuring individual channels but still struggle to understand the value created between them. A campaign may deliver strong numbers across CTV, video or display and yet the larger question remains unanswered: what did each channel add to the campaign that the others could not? We wanted this playbook to bring that thinking into one place. The goal is to help marketers look beyond channel performance and understand how their media investments build on one another, where they create incremental value.”
Amit Relan, CEO & Co-founder, mFilterIt, said, “Omnichannel success is no longer about being present everywhere, but about making every channel work together with purpose. As media fragments, brands need ecosystem-level intelligence to understand incremental reach, eliminate duplication and ensure every impression delivers genuine value. The future belongs to marketers who connect audience strategy with media quality and make every media investment accountable”.
The playbook brings audience strategy, channel planning and media quality into a single framework, helping marketers identify incremental value across channels and make informed decisions on future media investments.
