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MARKETING BESTIES WITH

Hey Marketing Bestie,

Let me ask you something.

Right now, your customer is watching TV with their phone in their hand. 

Half-watching a show, half-scrolling Instagram, maybe a little shopping. 

Tomorrow morning, they'll drive past four billboards on the way to work. 

At lunch they'll ask ChatGPT for a product recommendation. 

At 11pm they'll see a display ad while doomscrolling in bed.

Oops, finished the internet again

My question: are you showing up in ANY COMBINATION of these moments?

If you're only running 1 or 2 channels, the answer is…probably not.

And that’s a problem, because…

For a long time, picking 1 or 2 channels made sense. Facebook. Google. Maybe both!

You’d set up your ads, optimize them, measure, then repeat. It was simple, clean, and most importantly, easy to measure. 

But then, the customer journey got messier. Like, A LOT messier. 

People aren't moving in a straight line from "I have a problem" to "I'll buy this to fix it." 

Instead, they're bouncing between screens, platforms, and devices, at all hours of the day, often at the same time. 

Over 70% are watching TV while scrolling their phone, or listening to a podcast while walking past a digital billboard. 

50-70% of Google searches get intercepted by AI before they even SEE a Google result, much less click on it - especially on mobile. 

And that’s if they even make it to Google, instead of just asking ChatGPT.

If you're not showing up in the right mix of places, you’re invisible in the moments that count.

Customers when you aren’t magically on every single channel

I know adding more channels + more funnel coverage SOUNDS tiring.

But it doesn’t have to be, with the right system in place. More on that in a second.

But first, let me explain why this is so important:

Bottom-funnel ads print money. For a while. 

But if your whole budget is chasing the 3% of people who are ready to buy right now, you’re competing in THEE most crowded, expensive part of the market. 

Meanwhile, you’ve stopped filling the top of your funnel. 

Now, all your potential customers are out there forming opinions about you, before they’re ready to buy - and you’re nowhere to be found. 

Pretty soon, you’re wondering why the pipeline dried up, and why your ads are suddenly getting half the results for 5x the budget. 

This is where brands that win separate themselves: they show up, over and over, BEFORE that moment of intent appears.

Almost nobody. So, let’s make this practical: a minimum viable multichannel setup.

At the TOP of the funnel you want reach and frequency. This is where CTV shines. 

Using a platform like AdRoll, the targeting on modern CTV is more sophisticated than people realize. 

Go by geography, by household income, by viewing behavior, by purchase intent data. This way, whether you’re selling skincare, software, sneakers, or supplements, you’re showing up on the RIGHT couch - and couch-adjacent phone.

Think of this like planting a flag in your customer’s memories - not asking for a click. So when they’re ready for your solution, you’re the first thought. 

Digital Out-of-Home (DOOH!) works the same way - from the top.

Digital billboards, transit ads, screens in gyms and airports and coffee shops. Premium placements if your audience skews high income. High-traffic inventory if you need volume. 

And there’s something else about DOOH that gets slept on: it's a credibility signal. 

When someone sees your brand on a billboard, something clicks psychologically. It says: this brand is SERIOUS. There’s a reason every agency deck has a fake billboard mockup.

That halo effect carries through every other channel you're running.

Oh that? Yeah, it’s my concurrent TV & DOOH campaign. NBD.

In the MIDDLE, you’re looking to hit the people who already kinda know you. That means display ads + social retargeting. 

These are the people who’ve visited your site, or watched your ad a few times. They engaged with your content. Now, you're just staying in their peripheral vision with display ads, keeping the brand warm while they're in consideration mode.

Psst: This is also where frequency capping matters. You want to be present, not annoying. 

3 to 5 impressions per user per week across display is usually a good rule of thumb, but it depends on category, creative, and how aggressive your retargeting strategy is.

For a starting benchmark, AdRoll has guidance on this—ask them to confirm it for your category.

At the BOTTOM of the funnel, our job becomes direct response. 

Retargeting, using specific product ads, reviews, testimonials, limited time offers. This is where we close.

 Stay ready to reel ‘em in!

…usually. 

But if they come all the way to checkout only to bounce away again, guess what’s waiting for them on tomorrow’s commute? Yep, that’s you. Back at the top of the funnel.

My point is…

The bottom of the funnel WORKS BETTER when the top is running.

Look at Quint, a travel brand selling F1 experiences. 

After their search ads stopped being enough for discovery during the off-season, they started looking at other ways to get top-of-mind for customers, all year long. 

(I guess not everyone thinks about F1 all the time…)

So, they started running multichannel via AdRoll. 

It was a combo - starting with retargeting campaigns via display ads. Soon, they expanded to CTV. 

With AdRoll, they were able to target specific areas (close to an upcoming Grand Prix - jealous). 

Results: 

• 99% CTV ad completion rate
• 77% lift in website visits
• AdRoll-attributed ads became 7% of online revenue + the highest average order values. 

Quint made themselves unskippable, literally and figuratively. Their head of paid media even wrote about it. 🏎️🏎️🏎️

As we say in the biz: ka-chow

The person who saw your CTV ad on Tuesday and your billboard on the way to work Wednesday is not the same cold prospect when your retargeting ad hits them Friday. 

The work is already done. They know you. They trust you a little. Now they convert.

I also talked to a D2C brand recently running a similar playbook:

• Educational ads at the top of funnel, JUST teaching people about the problem. 
• CTV reaching people on their couch. 
• Retargeting closing them out.

The result? Customers were showing up to their DOCTOR and specifically asking for their product by name. 

That's brand power. That's what happens when you stop treating advertising like a vending machine and start treating it like a relationship. 

Think about what Kellogg's did with Raisin Bran: They didn’t run their Super Bowl spot and call it a year. Nope: they had MONTHS of social and IRL activations leading up to the game.

Then, the spot became Facebook ads. The Facebook ads tie into Peacock. 

The same winning creative idea, running across every audience touchpoint, for weeks on end.

Beam up that fiber on every channel, Will Shat

I bring up Kellogg’s NOT because it’s a big brand flex. The opposite. I bring it up because this is a full-funnel playbook that scales down to every budget. 

And you can prove it.

^^ This is the biggest objection about CTV and DOOH: "I can't measure it."

And that USED to be true: Measurement used to be messy. But now, it’s testable.

With geo-based incrementality testing, you can isolate markets where your CTV or DOOH is running. Then, you can compare THAT market to a similar one where your ad ISN’T running. Then, you can measure the lift of your ad directly - and really understand the difference you made, vs. what was going to happen anyway. 

That looks like: run your campaign in Tampa and Miami, hold off on Orlando, and compare the conversion rates. That's clean, defensible measurement that works whether you're an e-commerce brand or a local service business.

There are also multi-touch attribution models that can credit CTV assists on conversions even when they close through other channels. So when someone sees your CTV ad on Tuesday and converts through paid search on Friday, you're not just crediting Google. You're seeing the full picture.

So: measurement data is workable. 

1 real blocker left: fragmentation.

Why do Marketers have nightmares about running multiple channels? 

Because in the past, it meant your data, tools, and creative were all living in different places.

No one told me this job would involve so much math

Which meant you, logging into 6 platforms. Posting from 2 different devices. Engaging from 3. 

Attribution…all over the place. Your CTV campaign has no idea your display campaign EXISTS, much less how 1 is affecting the other 1. Budget decisions made on incomplete data.

Multiple channels can create chaos when nothing is connecting them.

AdRoll is that link. 

It brings your CTV, display, and retargeting into 1 place so your campaigns actually work together. Translation: DOOH gets integrated into your broader media strategy.

It works by plugging into your tech stack, from Shopify to Klaviyo to Meta to Google to HubSpot, then activating your data across channels and extending it into DOOH when you’re ready to scale your reach.

So, you get: unified attribution, consistent targeting, and a clear view of what's actually working. Channel by channel. 

That’s how you turn a bird’s nest into a system your customer can actually experience.

And once your customer experiences you as 1 system, something interesting happens: they start remembering you in places you’re not even advertising.

I’ve been talking a lot about AEO/GEO in the last few months, because I think some of us are still underestimating the power of AI answer engines. 

Brand advertising is SEO for the AI era. 

AI recommendations have replaced search rankings as the sign people are talking about you.  

The ONLY way to influence those recommendations is to build a brand that people actually know, see, and talk about.

The more you show up across the entire funnel - in the real world, on screens, on billboards, in conversations - the more you get recommended when someone asks ChatGPT who to trust.

This is why PR is making a comeback, and influencers are surging. The same reason CTV + DOOH matter.

They’re doing the heavy lifting on recognition, which makes your performance channels convert more efficiently. 

That’s the whole game.

Your customers aren’t “top of funnel” in the morning and “bottom of funnel” at night. They’re just real human beings, bouncing through moments.

So you build a system that meets them there:

• CTV for reach and memory
• DOOH for IRL credibility
• Display and social to keep the loop warm
• Retargeting to close
• Attribution to prove what moved the needle

All run consistently enough that your brand becomes the obvious choice when intent shows up.

If you only do 1 thing after reading this, make it this:

Pick a minimum viable multichannel mix (I’ll work on the acronym, LOL).

Give every channel 1 job, and measure it against goals.

Then, keep it running long enough that your future customers recognize you before they need you.

If you want to go deeper, here are the playbooks to steal: 

1. Start here for the overview on AdRoll’s CTV setup
2. Or head here for a solid full-funnel framework (and how CTV supports each stage)
3. For more on how targeting works + what to test, this is your destination.
4. To level up your attribution game and start making smarter budget decisions, this is where to start, start here.
5. And finally, for a full CTV starter guide (strategy, targeting, creative, incrementality, scaling): I got you.

In 2026, “being discoverable” is a Marketing system you can build on.

It’s how you can be everywhere that matters. 

Your friend,

Daniel

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