TV's Role in an Omnichannel World

Television’s role in today’s increasingly omnichannel world is changing – what worked in 2015 won’t work in 2020 and beyond. To succeed in the current climate, advertisers must understand how to balance traditional TV efforts with new technologies that reach consumers where they’re paying attention and allow for the personalization today’s audiences have come to expect. This is especially key as advertisers work to navigate the effects of COVID-19 on our industry and the world at large.


In our new report, TV’s Role in an Omnichannel World, we explore the current state of mind on TV advertising, highlight the ways marketers can break through the distraction of competing screens and examine what the future of omnichannel measurement will look like.


In TV's Role in an Omnichannel World, you'll learn:

  • How successful marketers are balancing traditional TV with emerging technologies like programmatic linear TV, CTV and ACR
  • The factors that impact whether viewers are active on their companion devices during TV programming, like daypart and genre – and how marketers can use this knowledge to their advantage
  • Which metric is re-emerging as the currency of choice for marketers executing omnichannel campaigns


Download now to discover more.


For questions about TV’s Role in an Omnichannel World, or for press inquiries, please contact Viant’s Marketing and Communications team at