The Digital Consumer: Always Moving, Always Connected
Gone are the days of predictable consumer journeys. Today’s customers quickly transition between devices and platforms, browsing products on mobile, researching on desktop, watching content on connected TV (CTV), and making in-app purchases. According to a Google/Ipsos study, 90% of consumers move between multiple screens before completing a task (source).
Yet, many brands continue to rely on linear, one-size-fits-all advertising strategies, failing to meet consumers where they actually are. To stay relevant, advertisers need an omnichannel approach that adapts to real-time user behavior and ensures ads appear at the right moment, on the right device, with the right message.
The Problem with Linear Advertising
Today, many businesses are still struggling to adapt their advertising strategies to match consumer behavior. Despite the rapid evolution of technology and media consumption habits, some companies continue to treat Connected TV (CTV), mobile, desktop, search, and social media as isolated channels rather than interconnected touch points. This approach, however, fails to reflect how consumers actually engage with content and brands in 2025.
A McKinsey report highlights that brands using personalized, omnichannel strategies see 30-40% higher engagement rates than those running siloed campaigns (source). Meanwhile, research from Porch Group Media shows that brands with strong omnichannel engagement retain 89% of their customers, compared to just 33% for brands with weak omnichannel strategies.
Without a cohesive, cross-device strategy, businesses waste budget on disconnected touchpoints instead of guiding consumers toward conversion.
Did You Know? Choozle goes beyond traditional DSPs by integrating multiple platforms into one easy-to-use solution. It connects with tools like data management platforms (DMPs), analytics, and ad servers, allowing marketers to manage campaigns from a single interface. Choozle’s model simplifies the operational aspects of programmatic advertising, helping users develop media, data, and measurement literacy without the complexity of over-engineered solutions. This means users can become productive faster and drive business impact more effectively.
Meeting Your Audience Where They Are
Omnichannel advertising isn’t just a buzzword—it’s a must-have for brands that want to remain competitive. Choozle’s omnichannel capabilities make it easier to create flexible, adaptive campaigns that reach consumers across multiple devices:
Device-Agnostic Targeting: Consumers don’t just use one device—they switch constantly. Choozle’s omnichannel approach ensures your ads reach users on mobile, desktop, and CTV without missing a beat. Explore our omnichannel advertising solutions to see how you can streamline your campaigns.
Real-Time Optimization: Data-driven decisions should power your ad spend. With Choozle, campaigns are optimized in real-time, shifting budgets to the highest-performing channels. Learn more about how real-time bidding works to maximize efficiency.
Sequential Messaging: Consumers rarely convert after seeing one ad. Guide them through their journey with sequential messaging—starting with brand awareness on CTV, nurturing engagement on social, and driving conversions on mobile or desktop. Read how CTV fits into your programmatic strategy here.
According to WiserNotify, brands implementing omnichannel campaigns see a 287% increase in purchase rates compared to single-channel campaigns (source).
From Clicks to Conversions: How People Buy in a Digitally Connected World
A shopper spots a pair of running shoes on their phone while waiting in line for coffee. They tap the ad, browse for a moment, and then get distracted. Later that evening, they’re on their laptop researching the best running shoes, and there it is again, an ad reminding them of the exact pair they liked, now featuring glowing customer reviews. Hours later, they unwind with their favorite show, and a connected TV ad delivers the final nudge: a limited-time discount. By morning, the shoes are in their cart, and with a quick tap on their tablet, the purchase is complete.
This is how people shop today: fluid, unpredictable, and moving consistently between devices. If your advertising strategy still assumes a straight-line path from ad to conversion, you’re leaving revenue on the table.
Future-Proofing Your Advertising Strategy
With digital consumption patterns evolving rapidly, a rigid, linear approach no longer works. To maximize impact, advertisers must embrace an omnichannel, data-driven strategy that adapts in real-time.
By leveraging Choozle’s platform, brands can:
- Unify targeting across mobile, desktop, CTV, and more
- Optimize budgets and creatives based on performance data
- Deliver cohesive, engaging ad experiences across all touchpoints
The modern consumer journey is fluid and dynamic. Your advertising should be too.
Want to learn how to build smarter, adaptive campaigns? Connect with us today.
Adam Woods
Adam Woods is the Chief Executive Officer (CEO) and held two other roles at Choozle — Chief Client Officer and Chief Technology Officer. Throughout his tenure at Choozle, he has been improving the way that advertisers buy media through the Choozle platform. He has led initiatives to ensure that Choozle leads the space in terms of being a consultative partner that helps ensure the effective deployment of media through a combination of omni-channel planning, targeting best practices, upfront goal setting, and effective measurement.
