Multi-Channel Advertising Strategy: Combining CTV, DOOH & Digital Ads
In today's fragmented media landscape, relying on a single advertising channel is like fishing with one line in a vast ocean. The most successful brands in 2025 are those that orchestrate multi-channel advertising campaigns that reach consumers across multiple touchpoints.
Why Multi-Channel Advertising Outperforms Single-Channel Campaigns
The Science Behind Multi-Channel Marketing
Research consistently shows that multi-channel campaigns deliver superior results:
- • 3-5x higher engagement rates compared to single-channel campaigns
- • 24% higher ROI on average (Nielsen)
- • 90% higher customer retention rates
- • Frequency effect: Consumers need 7-13 touchpoints before taking action
The reason? Different channels reach consumers at different moments in their journey, and repeated exposure across channels builds trust and recall.
The Modern Consumer Journey is Multi-Channel
Today's consumers don't follow a linear path to purchase:
- Awareness: See a billboard while driving (DOOH)
- Consideration: Watch a commercial while streaming at home (CTV)
- Research: Search for the brand on mobile (Search/Display)
- Decision: See a retargeting ad on social media (Social)
- Purchase: Visit website or store
A multi-channel strategy ensures you're present at every stage of the customer journey.
The Power Trio: CTV + DOOH + Digital
The most effective multi-channel strategy for 2025 combines three complementary channels:
Strengths:
- • Premium big-screen experience
- • 95%+ completion rates
- • Precise targeting
- • High engagement
Best for:
- • Brand awareness
- • Detailed storytelling
- • Receptive audiences
Strengths:
- • Unavoidable visibility
- • Geographic targeting
- • 24/7 exposure
- • Local market dominance
Best for:
- • Local businesses
- • Directional advertising
- • Brand reinforcement
Strengths:
- • Retargeting capabilities
- • Immediate response
- • Granular tracking
- • Lower cost per impression
Best for:
- • Retargeting audiences
- • Driving conversions
- • A/B testing
How CTV and DOOH Work Together: The Perfect Pairing
CTV and DOOH are particularly powerful when combined because they complement each other's strengths:
Geographic Synergy
DOOH dominates specific geographic areas:
- Billboards on major highways
- Digital displays in shopping districts
- Transit advertising in urban areas
CTV reaches the same audiences at home:
- Target households within 5-25 miles of billboard locations
- Reinforce the billboard message in a relaxed environment
- Provide more detailed information (30 seconds vs. 6-second billboard glance)
Frequency Amplification
Consumers see your billboard during their daily commute, then see your CTV ad while streaming at night. This frequency across channels dramatically improves:
- Brand recall: 3x higher with multi-channel exposure
- Purchase intent: 2.5x higher
- Message retention: 4x higher
Real-World Multi-Channel Success Stories
Challenge: Increase showroom traffic and test drive appointments in competitive market
Multi-Channel Strategy:
- DOOH: 5 digital billboards on major highways within 15 miles ($8,000/month)
- CTV: 30-second commercials showcasing new models, targeting households within 20 miles ($12,000/month)
- Digital Retargeting: Display and social ads retargeting CTV viewers ($5,000/month)
Results (3-month campaign):
- • Showroom traffic: +47%
- • Test drives: +62%
- • Vehicle sales: +34%
- • ROI: 4.8x
Key Insight: Customers who saw both DOOH and CTV ads were 3.2x more likely to schedule a test drive
Challenge: Drive foot traffic and online orders across three locations in different neighborhoods
Multi-Channel Strategy:
- DOOH: 3 digital billboards, one near each location with geo-specific messaging ($6,000/month)
- CTV: 30-second commercials showing food and atmosphere, 5-mile radius targeting ($9,000/month)
- Social Media: Instagram and Facebook ads retargeting CTV viewers ($3,000/month)
Results (4-month campaign):
- • Foot traffic: +38% across all locations
- • Online orders: +56%
- • New customer acquisition: +42%
- • Social media engagement: +127%
- • ROI: 5.2x
Key Insight: DOOH drove immediate lunch traffic while CTV drove evening and weekend reservations
Building Your Multi-Channel Strategy: Step-by-Step Framework
Step 1: Define Your Goals and Audience
Questions to answer:
- What's your primary objective? (Awareness, leads, sales, foot traffic)
- Who is your target audience? (Demographics, behaviors, location)
- What's your total advertising budget?
- What's your timeline?
Step 2: Choose Your Channel Mix
Budget Allocation Guidelines:
- • 40-50% CTV (brand building + targeting)
- • 30-40% DOOH (local visibility)
- • 10-20% Digital (retargeting + search)
- • 50% CTV (scale + targeting)
- • 25% DOOH (key markets)
- • 25% Digital (retargeting + social)
Step 3: Develop Cohesive Creative
Your messaging should be consistent but optimized for each channel:
- CTV Creative (30 seconds): Professional production, clear brand story, strong CTA, emotional connection
- DOOH Creative (6-second glance): Bold visual, 7 words or fewer, high contrast, clear CTA
- Digital Creative: Multiple sizes, consistent branding, retargeting message, direct response focus
Pro Tip: Use the same visual elements (colors, logo, tagline) across all channels for instant recognition.
Multi-Channel Advertising Made Easy with Bravo Ad Solutions
Managing multiple advertising channels can be complex, but Bravo Ad Solutions simplifies the process:
- • CTV/Smart TV: SmartTVAds.co
- • DOOH/Billboards: EasyBillboard.co - Digital Billboard Advertising
- • Display, Audio, Social: Full-service digital advertising
Benefits:
- • 20-50% cost savings through direct publisher relationships
- • Unified reporting across all channels
- • Strategic planning to optimize channel mix
- • Creative services for cohesive messaging
- • Dedicated support from strategy to execution
Get Started with Multi-Channel Advertising
Ready to amplify your advertising impact with a multi-channel strategy?
- • Launch a Smart TV campaign for targeted reach
- • Add billboard advertising for local visibility
- • Minimum budget: $10K-$15K/month
- • Work with Bravo Ad Solutions for comprehensive strategy
- • Includes CTV, DOOH, display, audio, and social
- • Minimum budget: $20K-$30K/month