#omnichannel

#omnichannel

While there are plenty of brands that knock traditional retail out of the park (Sephora, Drunk Elephant, Huda Beauty), the throughline is the understanding that every channel needs to connect, ensuring customers can find your brand wherever they are in the shopping journey. That means ensuring brands are searchable on Google, discoverable on TikTok, reinforced with reviews on Amazon, tangible at Sephora, and community-led with engaging content on YouTube.

Many marketers are curious about omnichannel advertising, but often settle for multichannel, where multiple channels are activated but not orchestrated into a cohesive strategy. In reality, most campaigns are still a patchwork of siloed tactics, but in a fragmented media landscape, simply showing up across channels isn't enough. Access is no longer the challenge. Coordination is. As identity signals fade and consumer journeys become increasingly challenging to track, marketers must shift their approach.

"At the time, omnichannel was just a concept on paper," says Sonderegger, who completed her studies at the University of Vienna in 2010.

pDOOH is moving from trial to growth, achieving a 30% usage rate among advertisers in China and expected to rank fourth among media channels by 2025.