VDO.AI And mFilterIt Map Omnichannel Strategy Across 1,000 Campaigns
VDO.AI and mFilterIt have launched an Omnichannel Advertising Playbook based on insights from more than 1,000 campaigns across India’s digital advertising ecosystem. The playbook examines how brands can coordinate fragmented media channels, reduce audience duplication and improve media quality across the consumer journey.
The report comes as brands increasingly distribute advertising budgets across connected TV (CTV), online video, display, YouTube and in-app advertising. It argues that adding more channels does not by itself create an effective omnichannel strategy. Instead, brands need to define the role of each channel and understand how individual investments contribute to the wider campaign.
Online Video Leads Channel Mix
Across the campaigns analysed, online video accounted for 29% of the average channel mix, followed by CTV at 24%, advanced display at 21%, YouTube at 15% and in-app advertising at 11%.
The playbook found that campaigns using a complementary cross-channel approach recorded 34% higher brand recall, 46% higher campaign engagement, 28% higher conversion rates and 19% greater media efficiency.
According to the report, these gains were associated with more consistent messaging across touchpoints, greater incremental reach, lower audience duplication and additional opportunities to influence consumers during the purchase journey.
Arjit Sachdeva, Co-founder, VDO.AI, said the challenge for marketers is increasingly about understanding what each channel contributes beyond its individual performance.
“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.”
Sachdeva said the playbook is intended to help marketers evaluate how media investments build on one another and identify the incremental value generated across channels.
Media Quality Becomes Critical
As campaigns expand across platforms, audience duplication, media wastage and invalid traffic can affect campaign returns. The playbook therefore combines channel planning with ad-fraud detection and media verification, calling for independent verification across platforms.
Amit Relan, CEO & Co-founder, mFilterIt, said omnichannel advertising needs to move beyond simply maintaining a presence across multiple channels.
“Omnichannel success is no longer about being present everywhere, but about making every channel work together with purpose.”
Relan added that brands need to understand incremental reach, reduce duplication and assess the quality of impressions across an increasingly fragmented media environment.
The playbook brings audience strategy, channel planning and media quality together, with the broader objective of helping marketers evaluate media investments based on their contribution to the overall campaign rather than treating each channel as an isolated buy.
