Talk to Your Customers Anytime, Anywhere.
An advertising media mix optimizes ad spend by combining different channels to reach consumers across their unique daily journeys. Using a single channel limits audience exposure, while a programmatic omnichannel mix ensures continuous touchpoints that drive consumers from awareness to conversion.
Here is how programmatic streaming channels work together within a closed-loop attribution platform to maximize reach and frequency.
The Power of the Channels
• Connected TV (CTV): Delivers high-impact, non-skippable ads on home television screens to build mass brand awareness.
• Online Video (OLV): Captures active attention on laptops and tablets through pre-roll or mid-roll digital content.
• Digital Audio: Reaches audiences during screen-free moments, such as commuting, exercising, or doing chores, via podcasts and music streams.
• Mobile Ads: Drives immediate action via location-targeted banners, interstitials, and in-app video.
Enhancing Reach and Frequency
• Incremental Reach: Programmatic platforms sync audience data across devices. If a user drops their traditional cable chord, CTV captures them. If they block desktop ads, mobile and audio bridge the gap. This ensures you find new, unique users instead of hitting the same audience on the same platform.
• Controlled Frequency: Omnichannel platforms use unified identity solutions (like universal IDs or first-party matching). This prevents ad fatigue by capping the total number of times a single user sees your ad across all devices, rather than capping each channel individually.
Closed-Loop Attribution Value
Closed-loop attribution connects ad exposure directly to business outcomes (like online purchases or instore visits) by matching data sets.
• Cross-Device Tracking: The platform links the user who saw a CTV ad at breakfast to the same user who heard a streaming audio ad at lunch.
• Conversion Matching: When that user buys a product on their mobile phone that evening, the platform attributes the sale to the combined impact of the entire media mix.
• Optimization: Advertisers see exactly which channel combination triggered the fastest conversion, allowing them to shift budgets in real time.
Audio + CTV = The Multiplier Effect
The iHeartMedia and Omnicom Media Group study, Turning Volume into Value, proves that combining digital audio and Connected TV (CTV) maximizes campaign effectiveness. The findings demonstrate that audio acts as a "multiplier effect," dramatically increasing the noting factor (ad recall) and consumer responsiveness across other visual screen channels.
Key Media Mix Findings
• 22-Point Recall Lift: Exposure to digital audio ads drove a 22-point increase in unaided ad recall among in-market consumers. 1
• The Audio Multiplier Effect: When consumers hear a brand message first through audio, it primes them for visual media. This layer enhances surrounding digital and CTV campaigns, boosting social media performance by 83% and digital/social engagement by 109%. 1
• Lower Funnel Impact: The study also identified a 6-point climb in search intent and a 5-point jump in purchase intent when audio reinforced the media mix. 1
• Real-World Conversions: Real-world campaign data utilizing combined CTV and podcast strategies resulted in a 48% year-over-year revenue growth for travel brands and a 29% increase in purchase intent for consumer chains. 1
Why the Audio + CTV Mix Works
Digital audio reaches consumers during screen-free moments (driving or exercising), while CTV captures high-impact visual attention in the living room. By introducing audio to a CTV-heavy mix, brands avoid visual blindness. It keeps the brand message top-of-mind across different environments, dramatically improving the user’s overall noting factor.
