A Programmatic Multichannel Plan for Successful Marketing

Have you noticed that the way we consume news and content changes alongside technological advancements? For decades, people relied heavily on newspapers and cable TV. Now, people are constantly fed information from a variety of sources, ranging from social media and streaming services to podcasts and digital billboards.

Mastering a programmatic multichannel plan is key to staying relevant in the eyes of your target audience. This ensures that your message is constantly kept in front of your target audience, despite an evolving digital landscape. In this article, you will learn about what a programmatic multiplatform approach is, why it is crucial to a successful marketing plan, and how to stay ahead of your target audience.

Where Is Your Target Audience Getting Their Advertisements Today?

While physical media is still relevant today, the majority of people, especially the younger generations, are getting their news and advertisements through social media. Research reveals that more than half of Americans rely on social platforms over television, underscoring the urgency for marketers to diversify beyond traditional channels. Blogs, forums, and editorials on websites and apps also remain influential sources.

Despite the shifting preferences, older audiences are still heavily reliant on television. Streaming services, Search Engine Marketing (SEM), radio, and billboard ads are other avenues through which target audiences are effectively reached. With so much variety, it's crucial to consider marketing across various channels, especially ones that align with your target audience the most. A balanced cross-platform advertising approach ensures that your message is kept in front of your target audience, despite consumer behavior shifts.

What is a Programmatic Multiplatform Approach?

A programmatic multiplatform approach uses automated technology to purchase and manage ad campaigns across a variety of platforms. This marketing strategy consists of three main aspects:

Programmatic Automation

Programmatic automation eliminates the need for manual negotiations. It streamlines the ad buying and placement process, making marketing faster, more optimized, and ROI-focused.

Omnichannel Reach

Targeting consumers across a range of digital platforms ensures that your target audience is reached wherever they spend the most time.

Data-Optimized Targeting

After running the ads, target audience data insights reveal real-time behavior patterns to better optimize ROI and ad spending. Algorithms can also provide insight into how companies can optimize impressions and views. This is a core component of building effective audience targeting strategies, allowing marketers to drive traffic with relevant ads and precision.

Why a Programmatic Multichannel Plan is Essential for 2025

With two decades of marketing experience, at Web Tech Fusion, we found that the key to a successful media buying strategy lies in a strategic, multi-faceted approach. Relying on only one or two marketing channels can hurt your ROI and limit your audience reach for several reasons:

Audience Limitations

When you choose only one channel, you limit your audience to only those who have access to that channel. For example, if you only run YouTube ads, you risk missing potential customers who spend most of their time consuming short-form content on Instagram or TikTok.

Changing Digital Landscape & Algorithms

When you allocate your ad spend to one platform, your success becomes sensitive to constantly changing algorithms and platform updates. Algorithm updates can drastically reduce organic reach overnight, whereas ad restrictions or price increases can quickly hurt performance.

Risk of Overexposure and Ad Burnout

Constantly running an ad on a single platform can result in ad burnout. In other words, users may be more likely to skip over your ad if they've seen it too many times. Taking an omnichannel approach reinforces your message without causing banner blindness.

Restricted Data Insights

Viewing data insights from only one platform doesn't give a well-rounded view of your company's performance. This only gives a limited view of your target audience's behavior. Expanding your advertising allows for a better understanding of your audience's habits, making targeting more effective and creative.

An Omnichannel Approach Reinforces Brand

Consumers are more likely to familiarize themselves with your product or service if they see it advertised across a variety of platforms. For example, a consumer might first see your ad on YouTube but later hear about it on a podcast and through social media. This reinforces brand familiarity and trust.

The Risk of Slower Adaptation to Consumer Trends

The way consumer habits have shifted from newspapers and television to social media and streaming is a prime example of how consumer trends are always changing. Using only a single-channel approach makes it difficult to quickly adapt to changing consumer habits, putting you at risk of being left behind.

Cross-Channel Strategy for 2025 and Beyond

Use Display Ads on Websites and Apps

Display ads act as a scalable visibility tool, much like digital billboards. By running across diverse websites and apps, they extend your reach and reinforce brand awareness among audiences wherever they spend time online.

Create a Digital Presence Through Connected TV Marketing

Gone were the days of cable television. Today, most consumers rely heavily on Connected TV (CTV), which can stream either directly or through digital devices, such as Amazon Fire TV, Roku, or gaming consoles. Unlike cable television, CTV ads can be targeted based on demographics, age, behaviors, or interests.

Creating a digital presence through CTV can be highly effective because consumers actively choose what they watch, meaning they're more likely to be engaged. Examples of CTV advertising platforms include YouTube TV, Tubi, Netflix, and Hulu.

Staying Present on Audio Platforms

Audio streaming services are often overlooked, but they prove to be a powerful tool in marketing. Similar to CTV, many consumers are actively choosing and listening to podcasts and music on the go, meaning they have a heightened engagement level. A brand's message is further reinforced when the consumer's favorite podcast host talks about the product or service.

Target through Social Media Marketing in a Multiplatform Plan

One of the most targeted advertising options is through social media marketing. Not only does social media marketing give you an accurate idea of who your audience is (i.e., Age, interests, gender, location), but social ads are also highly customizable and adaptable to changing trends.

How a Programmatic Multichannel Plan Keeps You Visible Without Being Overly Salesy

Striking a delicate frequency balance between integrated campaigns and targeted messaging is crucial to staying in front of your audience's eyes without being overly salesy.

Build Consistent Cross-Channel Integrated Campaigns

Building an integrated omnichannel campaign is key to staying relevant and ahead of your target audience without resulting in ad burnout. An integrated campaign maintains the core messaging across a variety of platforms to ensure a consistent customer experience.

A notable example of an integrated campaign is Netflix's Wednesday Season 2 promotion. In 2025, Netflix leveraged the show’s unique personality and tone to create a consistent brand message across digital and physical platforms, including CTV ads, social media, and collaborations with franchises like Wendy's.

Netflix's approach was flexible and relatable to the target audience, allowing room for improvisation and fan engagement. For example, a Booking.com commercial featuring Morticia showed how even the Addams family could find their dream vacation, inspiring others to embrace their inner uniqueness.

The Importance of Targeted Messaging

Timing is crucial when it comes to making a lasting impact on your audience. Targeted messaging shows your ads to the right people on the right platforms at the right time. For example, a woman who frequently watches exercise videos on YouTube may be shown Nike ads featuring women athletes.

Need Help Staying Ahead of Your Target Audience? Web Tech Fusion Can Help.

Mastering a programmatic multichannel plan can drastically boost your ROI potential and ad reach. Rather than allocating all your ad budget to just one or two platforms, we recommend an integrated approach to better reach your target audience, adapt to changing trends, and streamline the advertising process.

Web Tech Fusion can help you stay ahead of your target audience and maximize your ROI with A/B testing and taking a programmatic omnichannel approach. Schedule a consultation and learn how we can elevate your marketing strategy today.