why omnichannel is the new black€¦ · multi- or omni- channel 1. omnichannel characteristics...

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Why Omnichannel Is The New BlackP R E S E N T E D B Y K e r r y B i a n c h i - C E O , V i s t o

MULTI- means more than one

OMNI- means in all places

W H A T I S T H E D I F F E R E N C E

Multi- or Omni- ChannelLatin 101

O M N I C H A N N E L

Characteristics

Fully integrated channels—social,

mobile, web, in-store

46%Higher levels of

customer conversion

43%Unified experience

across both physical and digital touchpoints

42%

43%Individualized

and deeper knowledge of customer journey

43%Improved loyalty,

referral and word-of-mouth

41%Continuous learning customer behaviors

Source: eMarketer US Omnichannel Retail StatPack – 2018, Marketer and Consumer Trends - July 2018

Current DSP technology does not

address the full range of omnichannel

buying. Buyers must turn to multiple

platforms, inventory, and data sources to

cobble together holistic programs.”

- Joanna O’Connell VP, Principal Analyst Forrester Research

“Omnichannel

T H E W O R L D I S M O R E

W H A T D O Y O U N E E D I N

An Omnichannel Stack?

DSP

Exchange

Ad Network

SSP

DirectPublisher

SocialTV

Online

CRMPOS

MobileLocationSearch

Modeled

Tag & Tracking Systems

VerificationProviders

Ad Measurement

Ad Server

Ad Server

AttributionSystems

API

O M N I - C H A L L E N G E S 6closed ad platforms control nearly

63%of display advertising

Real Time Bidding & Reservations

Walled Gardens

Source: Jounce, Global Display Media - September 2018

If you look at the DSPs that integrate with hundreds of SSPs and

exchanges—to scale a business,you really only need 10.”

- Sarah Warner Digital investment lead for programmatic and video,

Group M Global

“H O W M A N Y P L A T F O R M S

Realizing the Omni-Dream

KPI GOAL: Best CPM Buying

$- $1,000 $2,000 $3,000 $4,000

KPI GOAL: Best CPVC Buying

KPI GOAL:Best CPC Buying

$- $2,000 $4,000 $6,000 $- $50,000 $100,000 $150,000

A C A S E F O R

Omnichannel Transparency

FINANCE TRAVEL eCOMMERCE PROGRAMMATIC ADVERTISING

H O W D O W E I N T E G R A T E P L A T F O R M S F O R A

Seamless User Experience?

S H O U L D Y O U B U I L D Y O U R O W N I N - H O U S E

Omni-Technology Stack? have partially

or plan to move programmatic

in-house

47%

of brands want to bring programmatic in-house by 2022

62%of digital display

spending to be served programmatically

by 2020

86%

Source: IAB Programmatic In-Housing, Benefits, Challenges and Key Steps to Building Internal Capabilities – May 2018

I T T A K E S T A L E N T E D P E O P L E W H O K N O W H O W T O I N T E R P R E T A N D L E V E R A G E O M N I C H A N N E L T E C H N O L O G Y

Omni-Focus On People

F O R C R E A T I N G A N O M N I C H A N N E L S T R A T E G Y ?Is There a Guidebook

Thank YouKerry BianchiPresident & CEO, Vistokbianchi@vistohub.com