Authored by Rahul Singh, Director, Business Development, India, Tradedesk

The media landscape in India is undergoing significant changes, driven by advancements in technology and the growth of the digital economy. Consumers now have access to a vast array of content options, from connected TV and podcast to news and blogs, often consumed across an array of devices, with mobile being the dominant channel.

This means that brands need to work smarter to capture their attention and engage them effectively. An omni-channel approach to media buying can help brands leverage data and insights and reach the target audience at the right place at the right time.

In an increasingly complex and fragmented media landscape, omni-channel advertising provides marketers with an opportunity to reach consumers where they are, with relevant and personalized messages and offers several benefits, including:

Improved customer experience: By offering a consistent message across all channels, businesses can create a seamless customer experience, increasing brand loyalty and satisfaction.

Increased reach: Reaching customers through multiple channels allows businesses to target a wider audience, improving brand awareness and expanding their customer base.

Better data and insights: Collecting data from multiple channels provides businesses with a more comprehensive view of their customers, allowing for more informed marketing decisions.

Increased customer engagement: By consistently communicating with customers through various channels, businesses can foster a deeper relationship and increase customer engagement.

In an increasingly complex and fragmented media landscape, choosing the right technology platform is critical for a successful omni-channel strategy, which enables you to reach out to your target audience across multiple channels, including display, mobile, video and more.

With a centralized view of all media spend, media buyers can make more informed decisions about media planning and strategy, leading to more effective campaigns and have a comprehensive view of media buys, for better measurement and reporting of advertising performance.

By leveraging technology and using a multi-channel approach, marketers can create consistent and seamless experiences that improve engagement and drive better business outcomes.

The ideal technology platform should also enable marketers to leverage vital data sources such as retail data for a more comprehensive view of your customers. Indeed, retail data from retail media partners enables brands and advertisers to launch sharper and more contextual advertising to influence direct sales or store footfall for brands. .

This is also a major win for retailers as it helps monetise shopper data in a privacy safe manner with the right technology partner.

In conclusion, leveraging data, technology and AdTech partners, marketers can create targeted and effective campaigns, improve customer engagement, and drive better business results. Omnichannel advertising and effective retail media strategy are two powerful tools for brands to increase their marketing impact and reach their target audience more effectively. This can lead to increased sales, higher customer engagement, and improved brand image.