If you ask a modern consumer, when was the last time you saw an ad that felt more annoying than helpful? Chances are they’ll say “Not often”. It’s not because the brand lacked data, it was because they used too much of the wrong kind.
In today’s hyper-connected world, the average customer switches between multiple touchpoints before making a single purchase. In fact, 80% of consumers use multiple channels before completing a purchase, and 58% of shoppers combine online research with in-store visits to make better buying decisions. Amidst the broader discussions at DMEXCO 2025, a clear point of consensus emerged: the future of advertising lies in how brands can ethically balance data, trust, and relevance in their omnichannel strategies.
The takeaway is clear: a successful advertising strategy must be both data-driven and omnichannel. But it also needs to be done smartly and relevant without being intrusive.
Scattered Approach vs. Unified Approach
Scattered campaigns rely on fragmented data and deliver disconnected messages. The smarter approach is to unify high-value signals like first-party identifiers, contextual triggers, and behavioral patterns to create journeys that feel relevant, cohesive, and customer-first.
The Framework: Unify → Anonymize → Activate
To turn fragmented insights into meaningful action, marketers need a simple but effective data framework:
- Unify – Integrate data across channels (DOOH, CTV, mobile, in-store) to get a single, cohesive view of your audience.
- Anonymize – Strip away identifiers and respect privacy laws to build trust.
- Activate – Use the refined data set for targeting that feels relevant and useful across channels.
This framework ensures you’re not just compliant, but also creating a stronger foundation for sustainable connection.
Non-Intrusive Personalization in Action
Personalization doesn’t have to mean tracking every move a customer makes. Done right, it feels like helpful context:
These subtle, situational touches are powerful. No wonder omnichannel customers spend 30% more than single-channel shoppers.
Striking the Balance: Useful vs. Intrusive
The fine line between relevance and intrusion lies in Intent. Customers welcome ads that save them time, offer value, or match their interests. They resist ads that follow them obsessively, repeat endlessly, or feel too personal.
Marketers need to ask: Does this ad enhance the customer’s journey, or disrupt it? If it’s the latter, you risk losing both attention and trust.
Practical Ways to Stay Non-Intrusive
Here’s how brands can keep their data-driven omnichannel campaigns relevant but respectful:
- Frequency Capping: Limit the number of times an ad is shown across channels to avoid fatigue, especially a single channel.
- Message Sequencing: Build a narrative, don’t just repeat the same creative. For example, awareness on DOOH, consideration on CTV, and action on mobile.
- Contextual Creative: Align the message with the moment. A sportswear ad during a fitness video on CTV feels natural, while the same ad during a kids’ cartoon doesn’t.
Brands that get this balance right see the rewards. According to Firework, businesses that adopt omnichannel strategies retain 89% of their customers, compared to just 33% for those that don’t.
Redefining Data-Driven Success
The real power of data-driven omnichannel advertising lies not in knowing everything about the customer, but in knowing enough of the right things. By collecting smarter data, applying privacy-first frameworks, and personalizing with context, brands can create campaigns that resonate deeply without ever crossing the line into intrusion.
At Lemma, we believe this is the future of omnichannel advertising across pDOOH, CTV, and mobile: smarter, sharper, and above all, respectful.
FAQs
Q: What is data-driven omnichannel advertising?
A: It’s the use of customer data to deliver personalized, consistent ads across multiple touchpoints like DOOH, CTV, and mobile, ensuring a Full funnel consumer journey.
Q: How can brands personalize ads without being intrusive?
A: By focusing on contextual and first-party data, using anonymization, and applying frequency caps or sequencing to avoid overwhelming customers.
Q: Why is customer trust important in omnichannel campaigns?
A: Trust drives loyalty. Businesses with strong omnichannel strategies retain 89% of customers, compared to only 33% for those without.
Q: What role does AI play in data-driven omnichannel advertising?
A: AI enables predictive targeting, real-time optimization, and smarter decision-making without needing invasive data, making campaigns both efficient and privacy-safe.
