Blis has been featured in a recent WARC article showcasing new research with Circana that demonstrates how omnichannel advertising drives stronger sales outcomes than individual media channels alone.
Measuring what matters
The study combined Blis’ omnichannel media capabilities with Circana’s verified retail sales data to measure the real business impact of advertising. Rather than focusing on clicks or impressions, the research tracked incremental sales to understand how different channels contribute to campaign performance.
The power of omnichannel
Working with a major global confectionery brand, the research found that digital out-of-home (DOOH), online video and audio each played an important role. While every channel generated positive sales uplift individually, the greatest results came when all three worked together as part of a coordinated omnichannel campaign.
The study also revealed that each channel delivered value at different stages of the campaign. DOOH built early awareness, while online video drove momentum during the campaign and audio continued to influence sales even after the campaign had ended. Together, the channels delivered stronger sales uplift, improved ROI and a measurable halo effect across the wider product range.
What this means for brands
The findings reinforce what Blis has long championed: the most effective campaigns are measured by real business outcomes. As the research shows, the real measure of a campaign’s success isn’t clicks or impressions, but the incremental sales it can be shown to drive.
Read the full WARC article (subscription required) to learn more about the research and its findings.