How To Maximize Omnichannel Advertising During Q4

For many of us, the last three months of the year are a source of comfort and joy - fall is in the air, and anticipation for the autumn and winter holidays runs high. For advertisers, the last three months of the year are often a source of anxiety. The holiday season is not only a time of festive cheer and celebrations; it’s also the busiest time for shoppers, and so the pressure is on to sell goods and services. As the holiday frenzy kicks in, consumers are turning to a variety of channels—online, in-store, and across digital platforms—to enhance their shopping experiences. The importance of delivering a seamless, integrated shopping journey across multiple touchpoints has never been more apparent.

Consumers today expect a consistent, cohesive experience whether they are browsing on their laptops, engaging with a brand on social media on their phones, or making purchases in-store. This is where having an omnichannel strategy (and the tools to successfully execute it) becomes indispensable, especially during the holiday season when shoppers are often pressed for time and looking for convenient ways to check off their gift lists. And retailers who embrace an omnichannel approach reap the rewards - a Capital One report showed that consumers are 90% more likely to buy from retailers who use omnichannel marketing.

‍The Rising Importance of Omnichannel in Q4

The fourth quarter has always been the biggest time of the year for retailers, and in 2024, this trend continues to grow. With the holiday season kicking into high gear, advertising teams need to ensure their marketing strategies are finely tuned to meet consumer expectations. An omnichannel approach allows advertisers to connect with consumers wherever they are, whether in a physical store or scrolling through a social media feed, creating a frictionless shopping journey that enhances satisfaction and drives sales.

The Omnichannel Experience Defined

At its core, an omnichannel strategy is about providing a unified, integrated experience across all consumer touchpoints. This means that whether shoppers engage with a brand via a website, app, social media, or in-store, they encounter a consistent brand message and experience. This consistency is key to building trust and delivering a seamless experience that allows consumers to move fluidly between channels.

In the fast-paced holiday season, an omnichannel strategy becomes essential, as shoppers often start their research on one device or platform and complete their purchases on another.

Consumers are 90% more likely to buy from retailers who use omnichannel marketing.

Key Components of a Successful Omnichannel Approach

1. Consistency Across Channels

‍The core principle of omnichannel marketing is ensuring that consumers receive a uniform message and experience, regardless of where or how they interact with the brand. This could be browsing that brand’s website, checking out social media ads, receiving promotional emails, or visiting a physical store. A seamless and cohesive approach is crucial to capturing and retaining consumer attention during the holiday season.

2. Integration of In-Store and Online Shopping

‍Despite the rise of online shopping, brick-and-mortar stores are far from obsolete. In fact, many consumers still prefer the tactile experience of shopping in-store, especially during the holidays when foot traffic peaks. An omnichannel approach that integrates online and in-store experiences, such as allowing customers to check inventory online before visiting a store or offering in-store pickup for online purchases, makes shopping easier and more convenient for holiday shoppers. For brands that are looking to drive foot traffic to their physical locations, omnichannel ad campaigns can offer incentives - discounts obtained through online ads or email campaigns.

3. Data Integration for Personalized Marketing

‍An omnichannel strategy also involves the seamless integration of data from multiple sources, allowing marketers to track consumer behavior across different channels. This data is crucial for delivering personalized marketing messages that resonate with consumers. For example, leveraging first-party data to send targeted holiday promotions can significantly boost engagement and sales.

4. Mobile as a Central Touchpoint

‍While omnichannel strategies cover multiple platforms, mobile remains a key touchpoint in the holiday shopping journey. Consumers often use their smartphones to research products, compare prices, and make on-the-go purchases. Advertisers can take advantage of mobile’s ubiquity through features like geofencing, which allows them to send targeted promotions to consumers while they’re out shopping. This is particularly effective during the holiday season when many shoppers are already in a buying mindset.

5. CTV as a Compelling Addition

The rise of CTV over the past few years also offers an opportunity for brands and local market advertisers who've not yet embraced video ads. This year, close to 235 million Americans will be CTV viewers - surpassing the number of linear TV viewers. CTV viewers are receptive to advertising: in one survey centered around holiday shopping, 43% of CTV viewers said that CTV ads offer useful information, and 72% indicated that they'd scan a QR code in a CTV ad to get more information about a product.

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Q4 Advertising: It’s Not Just About Retail

While discussions about Q4 advertising understandably tend to put retail advertising in the foreground, media companies and agencies - particularly those focused on local market campaigns - would do well to look for opportunities in other sectors. A review of Frequence’s campaigns over the past few years reveals some interesting results; namely, that retail didn’t dominate our partners' Q4 local market ad campaigns. The highest single category in terms of submitted insertion orders were ads for special events. Other top industry performers included colleges/universities, medical facilities, and auto dealerships.

This isn’t to say that retail hasn’t performed well - ultimately, our data showed that retail ads have historically landed in the top 15 of 179 categories that we track. That's still in the top 10%. But it’s important to remember that for these and other non-retail industries, the end of the year can be seen as an opportunity to reach consumers who may be thinking about their other needs - particularly those needs that will result in major purchases in the coming year.

Why Omnichannel is Essential for Q4 Success

In the crucial fourth quarter, media companies and agencies who offer well-executed omnichannel strategies can make all the difference for retailers looking to maximize their holiday sales. By offering a seamless experience across all channels—whether a consumer is shopping online, in-store, or through mobile apps—retailers can meet consumers wherever they are, providing convenience and consistency throughout the shopping journey.

As consumers grow more reliant on digital tools during the holiday season, an omnichannel approach allows retailers to stay ahead of the competition, delivering a tailored, efficient experience that keeps consumers coming back. The ability to gather and analyze data across all channels, paired with the flexibility to meet consumer needs on any platform, makes omnichannel marketing a must for advertisers looking to make the most of the holiday rush.

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