VDO.AI, in partnership with mFilterIt, has introduced The Omnichannel Advertising Playbook, a report designed to help brands navigate fragmented consumer journeys and build more effective, connected media strategies.
Based on insights from more than 1,000 campaigns across India’s digital ecosystem, the playbook examines how brands can assign clear roles to different advertising channels, connect consumer touchpoints and improve the quality and efficiency of their media investments.
The report highlights the growing importance of coordinated omnichannel strategies as consumers move across multiple screens and platforms. Rather than treating Connected TV, online video, display, YouTube and in-app advertising as separate media channels, the playbook focuses on how they can work together across the customer journey.
Across the campaigns analysed, online video accounted for 29 per cent of the average channel mix, followed by Connected TV at 24 per cent, advanced display at 21 per cent, YouTube at 15 per cent and in-app advertising at 11 per cent.
According to the report, campaigns using a complementary cross-channel approach recorded 34 per cent higher brand recall, 46 per cent higher engagement, 28 per cent higher conversion rates and 19 per cent greater media efficiency. These improvements were linked to consistent messaging, wider incremental reach, reduced audience duplication and stronger engagement opportunities across the purchase journey.
The playbook also addresses challenges such as audience overlap, media wastage and invalid traffic. It combines VDO.AI’s channel-planning approach with mFilterIt’s ad-fraud detection and media-verification capabilities to encourage stronger accountability and independent verification across advertising platforms.
Arjit Sachdeva, Co-founder of VDO.AI, said the playbook aims to help marketers move beyond measuring channels individually and better understand the incremental value each channel contributes to a campaign.
Amit Relan, CEO and Co-founder, mFilterIt, said effective omnichannel advertising depends on ensuring that every channel serves a clear purpose while maintaining media quality and accountability.
The Omnichannel Advertising Playbook brings audience strategy, channel planning and media quality into a unified framework, helping marketers identify incremental value, reduce inefficiencies and make more informed decisions about their media investments.
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