New Delhi, Aug. 25 -- VDO.AI and mFilterIt have launched an Omnichannel Advertising Playbook based on insights from more than 1,000 campaigns across India's digital advertising ecosystem. The playbook examines how brands can coordinate fragmented media channels, reduce audience duplication and improve media quality across the consumer journey.

The report comes as brands increasingly distribute advertising budgets across connected TV (CTV), online video, display, YouTube and in-app advertising. It argues that adding more channels does not by itself create an effective omnichannel strategy. Instead, brands need to define the role of each channel and understand how individual investments contribute to the wider campaign.

Across the campaig...