Beyond Fragmentation: The Case for Unified Video Advertising

Published: January 2, 2025

In today's media landscape, the challenge isn't just reaching audiences—it's reaching them efficiently across an increasingly fragmented video ecosystem. While video consumption continues to grow, it's spread across multiple channels: CTV, YouTube, digital out-of-home, and traditional online video platforms. This fragmentation creates two critical challenges for brands:

The Reach-Frequency Challenge

Most brands face a common dilemma: managing reach and frequency effectively across multiple video channels. This is particularly critical in the CTV space, where 30% of marketers and publishers cite frequency management as a primary barrier to increased investment. With audiences consuming content across CTV, OLV, and DOOH platforms, single-channel approaches often result in missed opportunities for reach while risking over-exposure in siloed channels.

The Cost of Channel Silos

Operating in channel silos leads to:

  • Inefficient budget allocation across video platforms
  • Inconsistent frequency management
  • Duplicate reach and wasted impressions
  • Higher effective CPMs
  • Lost competitive advantage in a rapidly evolving media landscape

The Integrated Approach: Data-Driven Results

Cross-channel video integration isn't just about convenience—it's about performance. When properly orchestrated:

  • 50% increased unique reach when combining OLV, CTV, and DOOH versus single-channel campaigns (IAB)
  • 20% reduction in media waste through consolidated cross-channel planning (EY)
  • 35% higher ad recall with coordinated creative assets across channels (Kantar)
  • 20% higher ROI when implementing a cross-channel video strategy (Bain & Company)

Smart Video Integration in Practice 

Forward-thinking brands are adopting unified video strategies that leverage AI-powered frequency management and cross-channel optimization. This approach:

  1. Dynamically allocates budget across channels based on performance
  2. Manages frequency caps holistically across all video touchpoints
  3. Optimizes reach and frequency in real-time
  4. Provides unified measurement across the entire video ecosystem
  5. Creates competitive differentiation through superior audience engagement

Taking Action

For marketers looking to evolve their video strategy, start by auditing your current video ecosystem. Identify overlap in audience reach, gaps in measurement, and opportunities for cross-channel optimization. Request our Video Integration Assessment to benchmark your current approach against industry best practices.

Written By: Lindsey Scheftic 

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