VDO.AI & mFilterIt launch omnichannel advertising playbook for brands

New Delhi: AdTech company VDO.AI and ad-fraud and brand safety intelligence firm mFilterIt have launched The Omnichannel Advertising Playbook, a report examining how brands can connect fragmented consumer journeys while improving the quality and efficiency of their media investments.

The playbook draws on insights from more than 1,000 campaigns across India’s digital ecosystem. It looks at how advertisers can give individual channels a defined role in the consumer journey instead of treating Connected TV, online video, display, YouTube and in-app advertising as separate media buys.

The report comes as consumers increasingly move between screens, platforms and digital environments, forcing brands to spread campaigns across a wider media mix. However, simply adding more channels does not necessarily create a stronger omnichannel strategy.

Across the campaigns analysed, online video accounted for 29 per cent of the average channel mix, followed by Connected TV at 24 per cent, Advanced Display at 21 per cent, YouTube at 15 per cent and in-app advertising at 11 per cent.

Campaigns using a complementary cross-channel approach recorded 34 per cent higher brand recall, 46 per cent higher campaign engagement, 28 per cent higher conversion rates and 19 per cent greater media efficiency, according to the report.

The playbook attributes these gains to more consistent messaging across touchpoints, higher incremental reach, reduced audience duplication and more opportunities to influence consumers throughout the purchase journey.

However, the report also flags a catch. As campaigns become more fragmented, audience duplication, media wastage and invalid traffic can chip away at returns. To address this, the playbook combines VDO.AI’s channel strategy approach with mFilterIt’s ad-fraud detection and media verification capabilities.

The report advocates independent verification across platforms to help advertisers understand whether their media investments are reaching genuine audiences and delivering incremental value.

VDO.AI co-founder Arjit Sachdeva said the industry has become increasingly effective at measuring individual channels but still struggles to assess the value created when those channels work together.

mFilterIt CEO and co-founder Amit Relan said omnichannel success is less about being present across every available platform and more about ensuring each channel contributes meaningfully to the overall campaign.

The playbook brings audience strategy, channel planning and media quality into a single framework. Its central argument is that the value of a media plan cannot be fully understood by examining channels in isolation.

Instead, advertisers need to assess what each investment adds to the wider campaign, where incremental value is being generated and how media quality affects the final outcome.

With consumers continuing to hop between screens and platforms, the playbook offers marketers a framework to make those connections more deliberate and their media investments more accountable.