Consumers have moved seamlessly across screens for years. Have brands finally caught up with them? 

More digital transformation happened in 2020 than in the previous decade. The expansion of programmatically available inventory and platforms, the rise of new consumer channels, and the rapid acceleration of ecommerce adoption have converged, forcing brands to reframe their media strategy towards a holistic, integrated approach. But, is it easier said than done? 

It’s against this backdrop that Catalyst and Xaxis, in partnership with London Research, launch Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections. This comprehensive report explores where consumers are spending their time and where advertisers are investing their media budgets, revealing opportunities for marketers to close the gap to their consumers using omnichannel strategies.

New Data & Insights to Inform Omnichannel Strategiestitle page

Based on quantitative surveys with U.S. brands and consumers as well as interviews with industry experts from Georgia-Pacific, Clorox, Google, The Trade Desk, GroupM, Amazon Advertising, Seagate, and more, the report explores key areas like: 

  • Consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more 
  • Media consumption differences across key demographics 
  • Brand mindset and approach to ongoing experimentation and testing into emerging platforms 
  • Barriers to adopting omnichannel programs and recommended solutions 
  • How budgets are planned and measured against business outcomes 
  • The impact of privacy and identity on consumers, advertisers, and omnichannel programs 

Key Takeaways

Download the report to access the complete research including new insights like:

  • 72% of consumer respondents engage with search engines at least daily and 43% say they have used search more since the start of the pandemic, but only 46% of marketers are increasing their search spend.
  • 74% of consumer respondents visit an ecommerce site at least once a week, and 79% of 18-34 year-olds and 84% of 35-54 year-olds say they are either very receptive or quite receptive to ecommerce advertising. 56% of marketers are increasing their retail media and ecommerce investment.
  • 64% of 18-34 year-olds and 70% of 35-54 year-olds say they are much more or a bit more likely to buy products and services online in the long run as a result of the Covid-19 pandemic.
  • 40% of companies say that siloed organizational structures and disconnected technology are major barriers to more integrated advertising and marketing.