VDO.AI and mFilterIt Launch Omnichannel Playbook to Help Brands Connect Audiences, Screens and Media Quality

AdTech innovator VDO.AI, in partnership with ad-fraud and brand safety intelligence company mFilterIt, launched The Omnichannel Advertising Playbook. Based on insights from more than 1,000 campaigns across India’s digital ecosystem, the report examines how brands can navigate fragmented consumer journeys, connect channels more effectively and build greater trust in the media they buy.

Consumers move fluidly between screens, platforms and digital environments and brands are expanding their media mix to meet them there. But more channels does not automatically mean a stronger omnichannel strategy. The Omnichannel Playbook shows brands how to assign each channel a clear role in the customer journey, connect touchpoints more deliberately and improve the efficiency and integrity of their media investments. Rather than treating CTV, online video, display, YouTube and in-app advertising as separate media buys, the report looks at how they can work together to create a more effective consumer journey.

Across the campaigns analysed, Online Video accounted for 29% of the average channel mix, followed by Connected TV at 24%, Advanced Display at 21%, YouTube at 15% and In-App Advertising at 11%. Campaigns that adopted a complementary cross-channel approach recorded 34% higher brand recall, 46% higher campaign engagement, 28% higher conversion rates and 19% greater media efficiency. The report links these gains to more consistent messaging across touchpoints, greater incremental reach, reduced audience duplication and more opportunities to influence consumers through the purchase journey.

As brands spread campaigns across more channels, audience duplication, media wastage and invalid traffic can erode returns. The Omnichannel Playbook pairs VDO.AI’s channel strategy with mFilterIt’s ad-fraud detection and media verification capabilities, calling for independent verification across platforms.

Arjit Sachdeva, Co-founder, VDO.AI, said, “One of the biggest gaps in media planning today is that we have become very good at measuring individual channels but still struggle to understand the value created between them. A campaign may deliver strong numbers across CTV, video or display and yet the larger question remains unanswered: what did each channel add to the campaign that the others could not? We wanted this playbook to bring that thinking into one place. The goal is to help marketers look beyond channel performance and understand how their media investments build on one another, where they create incremental value.”

Amit Relan, CEO & Co-founder, mFilterIt, said, “Omnichannel success is no longer about being present everywhere, but about making every channel work together with purpose. As media fragments, brands need ecosystem-level intelligence to understand incremental reach, eliminate duplication and ensure every impression delivers genuine value. The future belongs to marketers who connect audience strategy with media quality and make every media investment accountable”.

The Omnichannel Playbook brings audience strategy, channel planning and media quality into the same conversation, because the real value of a media plan is not captured by looking at each channel in isolation. It lies in understanding what each investment contributes to the whole. The playbook gives marketers a practical framework to make those connections clearer, identify where incremental value is being created and make more informed decisions about where the next media dollar should go.

To download the report, click here: https://campaign.vdo.ai/theomnichannelplaybook2026/

Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives.