Reaching your growth targets after Series A often means outgrowing single-channel campaigns. While an initial focus on search or social ads can spark traction, sustained expansion demands a coordinated presence across multiple platforms. An omnichannel paid marketing approach ensures your brand stays top of mind, leverages diverse audiences and adapts to changing platform dynamics all while providing the data you need to prove impact to investors.

1. Reinforce Your Message At Every Touchpoint

Every interaction with your audience should reinforce who you are and what you stand for. By coordinating creative themes and messaging across channels, you ensure that whether someone sees your ad on the bus, in their social feed or during their evening TV binge, they recognise it and remember it. For example:

• Out-of-Home (OOH): Bold, simple visuals that introduce your brand in high-traffic locations.
• Connected TV (CTV): Story-driven spots that deepen the narrative begun on OOH.
• Social: Snappy variations on those CTV stories to invite engagement.
• Display: banners and native ads that mirror your core campaign visuals to capture attention and re-engage prospects.
• Search: Consistent language in ad copy that ties back to your brand promise.
• Programmatic: Dynamic retargeting that uses the same visual cues to pull viewers back in.
  

By layering touchpoints, we turn disconnected impressions into a message that sticks, and earns trust.

2. Pinpoint Your Highest-Value Audiences

While unified brand messaging grabs attention, accurate targeting turns it into action. Each channel offers a unique way to find and engage specific segments of your market:

• Programmatic / Display: Broad reach with lookalike modelling to discover new prospects.
• Search: Capture users who are actively researching solutions like yours.
• Social (LinkedIn, X, TikTok): Target by job title, industry, interests or past behaviours.
• DOOH: Geofence transit routes or event venues to reach your audience on the move.
• CTV: Deliver your message during premium content to households matching your ideal customer profile
  

By analysing your own first-party data you’re able to understand which channels hold your highest-value audiences. Then you allocate the budget accordingly, ensuring your campaigns reach the people most likely to convert.

3. Unlock Better Measurement and Attribution

A major benefit of omnichannel is richer data on the entire customer journey. You can move beyond last-click attribution by:

• Implementing data-driven attribution models to assign credit across all touch points
• Using experiment-based lifts, for example, geo-split tests on DOOH screens and/or Brand Lift Studies to measure offline brand recall
• Tracking assisted conversions in your analytics platform to capture cases where an initial display ad led to a later search conversion

With these methods, you identify which channels truly drive value, rather than relying on siloed metrics. That clarity allows you to reallocate budget quickly to higher-performing tactics.

4. Mitigate Platform Risk Through Flexibility

Paid media platforms often change bidding algorithms without warning. An omnichannel strategy provides a buffer:

• If search CPCs spike, shift budget to high-performing social campaigns
• If programmatic viewability dips, increase spend on CTV or DOOH
• If a new ad format emerges, you can pilot it without having to sacrifice what’s already working

This flexibility preserves campaign momentum and protects your marketing budget against sudden cost and performance swings.

5. Balance Brand and Performance Marketing

Series A and later stages require both immediate leads and long-term brand equity. An omnichannel approach lets you:

• Build awareness with CTV or DOOH placements
• Engage interest through mid-funnel social strategies
• Capture intent and convert via search campaigns and lower funnel social campaigns

That sequential funnel maximises ROI and solidifies your market position. In practice, you might allocate 20 per cent of your budget to brand lift channels and 80 per cent to direct-response, adjusting as data flows in.

Omnichannel paid marketing is more than a buzzword. For Series A, B, C and D businesses, it provides the scale and diversity needed to sustain growth. By reinforcing your message at every touch point, targeting each audience segment at the right stage of the journey, adopting advanced attribution and balancing brand with performance, you’re able to hit your performance goals as you scale.

If you’re unsure on where to start your omnichannel journey, get in touch to discuss how we can help!