Challenge Accepted: The Future of Omnichannel Marketing in 2024


13 March 2024

Paramount, which holds this year’s Super Bowl broadcasting rights, is airing the game on CBS and Nickelodeon. Additionally, it will stream the event on Paramount+ for the first time. Super Bowl ad units have been bundled across CBS, Paramount+, and Nickelodeon (excluding some categories), ensuring comprehensive omnichannel campaigns.

Paramount’s debut Super Bowl ad for its ad-supported streaming service, Pluto TV, exemplifies a truly omnichannel approach. The 60-second spot, premiering during Super Bowl LVIII, extends its reach across various platforms, including linear and connected TV, radio, streaming audio, out-of-home, digital display, and social media.

The Evolution of Super Bowl Viewership

As brands seek to innovate their campaigns, increasing viewers embrace novel ways to watch the game. Sara Grimaldi, VP of Audience Impact and Intelligence at Paramount, anticipates that “more than one-third” of Super Bowl viewers could opt for streaming. She highlights Paramount Plus’ record-breaking streaming figures during this season’s regular-season NFL games, projecting continued growth as more consumers cut the cord.

Last year, Fox Sports reported an average of 7 million streaming viewers, marking an 18 percent increase from the previous year. However, this figure likely underestimates the actual viewership due to two factors: grouping multichannel video programming distributor viewers with linear TV viewers and not factoring in co-viewing scenarios among streaming audiences.

Moreover, pre-Super Bowl games have also witnessed the benefits of streaming. On January 13, NBCUniversal’s streaming platform, Peacock, attracted approximately 23 million viewers for the NFL wildcard game between the Kansas City Chiefs and the Miami Dolphins, marking it “the most streamed event ever in the U.S.”

Multichannel and Omnichannel Consumer Engagement

Two distinct strategies emerge to boost engagement and drive sales: multichannel and omnichannel approaches. Multichannel programmatic advertising integrates various customer touchpoints, allowing engagement through preferred channels while operating within each channel’s constraints.

In Southeast Asia and India, a clear transition is taking place from multichannel to omnichannel programmatic ad execution, reflecting a growing recognition among brands of the importance of customer experience. Advertisers are now entrusted with delivering seamless and captivating interactions, spanning from shoppable and quick commerce platforms to in-store engagements. To accomplish this, they must tackle the complexities of integrated planning, execution, measurement, attribution, and optimization across a myriad of established and emerging online as well as offline channels.

For businesses seeking broader reach and exposure, multichannel ad proves advantageous. Conversely, an omnichannel strategy prioritizes a seamless, consistent customer experience across all channels, encompassing desktops, mobile devices, and physical stores. This approach fosters enhanced customer satisfaction and loyalty.

The decision between multichannel and omnichannel hinges on business goals, available resources, and audience preferences. In many cases, a blend of both strategies may be most effective. Regardless of the chosen approach, establishing a robust measurement framework is essential to evaluate ongoing marketing efforts and inform future strategies.

India’s emergence as a top-ten market for ad spending, coupled with the steady growth of ad spending in Southeast Asia, underscores the importance of multichannel programmatic strategies. However, leveraging this potential necessitates innovative tools for accurately measuring, analyzing, and attributing Return on Investment (ROI).

Let’s take a brief glimpse into the near future. In 2024, programmatic advertising will be hosting a cross-channel and omnichannel occupancy. Brands are diversifying their presence across various channels – mobile, video, display, and even voice ads – to connect with consumers wherever they go. This trend, originating in the past couple of years, is evolving to new heights, empowering media buyers, publishers, and advertisers with unprecedented scalability and enhanced audience engagement capabilities.

Navigating Privacy in Omnichannel Programmatic Advertising 2024

Understanding how privacy rules and what customers want to change over time is key to a big talk: how advertisers & publishers can balance keeping their brand strong and respecting people’s privacy in all their advertising strategies. To do this well, all players in the media buying ecosystem must focus on customers, ensuring their experience is smooth and the same across different ways they hear about the brand. People are more careful about their data now, so brands need to be careful not to upset them. And there are more rules about protecting people’s data to think about.

Privacy settings are meticulously crafted to empower customers with data control. They can tailor what information is shared, where it’s shared, and when it’s backed up. In the wake of iOS 14.5 and iPadOS 14.5’s launch, customers’ authority over how apps utilize their personal data for tracking has been greatly enhanced. As we anticipate transformative shifts akin to the monumental impact of GDPR and Apple iOS 14.5, privacy transcends mere buzzword status, emerging as a fundamental principle shaping our operational strategies.

Programmatic platforms must remain adaptable as the Privacy Sandbox and Apple iOS continue to shape the evolving advertising landscape. DecenterAds, the one-stop programmatic advertising platform, operates within this dynamic environment, fostering flexibility and driving transformation. This adaptability will lead to a shift towards more controlled advertising environments, including private marketplaces, preferred deals, automated guarantees, and a resurgence of direct buys. Emphasizing user experience and content quality, this shift moves away from the broad-reaching, automated approaches of the past.

The move away from third-party cookies signals a shift towards privacy-focused targeting like contextual and cohort approaches. With Google’s Privacy Sandbox ending cookies in January 2024, alongside Apple’s data signal loss and evolving privacy rules, it’s more than just a change. It’s a complete rethink of audience targeting. This demands a focus on privacy-centric technologies balancing accuracy and privacy. Industry players have prepared for this transition over three years, stressing adaptability and forward-thinking in digital advertising.

While achieving a unified view of the customer journey remains challenging, we anticipate significant progress in this domain. Despite evolving privacy regulations and technological changes, advancements in omnichannel measurement tools will offer fresh insights into consumer behavior across platforms. The demand for professionals with privacy management and artificial intelligence expertise is rising. Companies that invest in attracting and nurturing such talent providing the necessary tools and growth opportunities, will be well-positioned to capitalize on this field.

Would you be ready to experience a trustworthy omnichannel platform? Please feel free to reach out to us at to get started.


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