Why CMO’s Must Integrate Online & Offline for Full-Funnel Success
Last year, I argued in B&T that CMOs must break down silos between programmatic and search to unlock the full potential of digital media. That point still stands, perhaps now more than ever. However, a new challenge has emerged: the growing disconnect between online and offline media. It’s time for CMOs to push beyond digital silos and create a fully integrated media strategy that unites all customer touchpoints, from digital search ads to in-store experiences.
The State of Play: Programmatic & Search Are No Longer Enough
When we think of omnichannel marketing, we often default to digital-first strategies. And it’s true: programmatic display, CTV, social, and search continue to dominate. But for many brands, digital alone doesn’t tell the full story. Customer journeys are fragmented, spanning mobile, desktop, in-store visits, and even call centres. A programmatic campaign that isn’t connected to offline behaviour is missing a huge piece of the puzzle.
According to the latest IAB Australia Digital Advertising Expenditure Report (2024), while 42% of content publishers’ display inventory is purchased programmatically, over 50% of media spend in Australia is still dedicated to traditional channels such as TV, radio, OOH, and in-store promotions. A study from McKinsey further highlights that brands leveraging cross-channel measurement see up to 35% higher return on ad spend (ROAS) compared to those operating in silos. This underscores the ongoing need for robust media attribution models to accurately assess performance across both digital and offline channels.
The Next Phase: Online and Offline Convergence
Smart CMOs are moving beyond digital silos, integrating offline data into their programmatic and search strategies to create a truly connected ecosystem. Success lies not in simply running TV and digital campaigns simultaneously but in ensuring all channels work together to drive measurable business outcomes.
Brands like nudie illustrate this approach, using programmatic display and video to retarget customers exposed to offline ads while leveraging engaging content on platforms like Meta and TikTok. By integrating digital with out-of-home (OOH) advertising through geofencing technology, nudie achieved a 12% uplift in sales, a result made possible by aligning digital and in-store purchase data. This demonstrates the tangible impact of cross-channel synergy and highlights the need to refine digital media attribution models to reflect real-world consumer behaviour.
To achieve this level of integration, brands must focus on three key areas: leveraging retail media for data-driven targeting, optimising CTV, OOH with other digital channels for seamless cross-channel engagement, and bridging search with in-store behaviour to create a full-funnel strategy.
- Retail Media & Offline Attribution: The rise of retail media is a game-changer. Brands can now leverage first-party data from major retailers to target consumers based on their actual shopping habits, whether online or in-store. Linking programmatic advertising to real-world purchase data allows marketers to optimise in real time, ensuring digital budgets are spent on audiences that matter.
- CTV, OOH & Cross-Channel Targeting: Connected TV (CTV) has become one of the most powerful tools for brands, yet many still treat it separately from their broader digital strategy. However, the true potential lies in the convergence of CTV, Linear TV, Broadcast Video on Demand (BVOD), and Ad-Supported Video on Demand (AVOD). The best-performing campaigns seamlessly integrate these formats with digital out-of-home (DOOH) and online signals, ensuring that exposure to a Linear TV ad is reinforced through targeted digital touchpoints. For instance, someone who watches a CTV ad at night might receive a relevant mobile ad the next morning on their commute, while BVOD and AVOD retargeting further strengthen brand recall. By bridging these gaps, marketers can create a unified, cross-channel experience that maximises audience reach and engagement.
- Bridging Search & In-Store Behaviour: Search has long been the backbone of digital advertising, but what if it could work harder? By linking search intent to in-store footfall data, brands can close the loop on attribution. For example, major retailers like Woolworths and Coles are leveraging AI-driven predictive modelling to connect online search behaviour with offline purchasing habits, improving their ability to deliver hyper-targeted advertising. A recent case study from Google Ads showed that businesses integrating search and foot traffic data saw a 22% increase in conversion rates, proving that search can be a powerful driver of offline action.
The Full-Service Future: Why Integration Matters More Than Ever
The shift toward integrated media is no longer optional for marketing leaders. It’s the only way to compete. As we move into 2025, CMOs must demand better cross-channel measurement, more seamless online-to-offline attribution, and a media strategy that reflects the way consumers actually move through the world.
The future of paid media isn’t just about optimising digital channels, it’s about breaking down the final barriers between online and offline, ensuring that every touchpoint contributes to a cohesive, high-performing strategy. As consumer behaviour becomes increasingly fragmented across devices, platforms, and environments, brands must prioritise full-funnel integration, cross-channel measurement, and media attribution models that provide a holistic view of performance.
The most effective paid media strategies will be those that unify search, social, programmatic, TV, OOH, and retail media into a single, seamless ecosystem. If you’re ready to future-proof your paid media strategy, diving into real-world case studies of omnichannel success, or booking a consultation with our experts to discover how we can tailor an integrated approach that drives meaningful business outcomes. The brands that embrace this shift will stay ahead of the competition and create sustainable, data-driven media strategies that maximise impact across all channels.
