The True Impact of Omnichannel Media
The Test
- Leading nonprofit tested impact of programmatic on donation efficiency
- Compared full omnichannel mix vs. Search and Social only
- Natural test to measure true channel contribution
The Results
+37% CPA
when programmatic was paused.
$108 > $148
when programmatic was paused (CPA).
- Immediate spikes in cost once high-impact media was removed
- Highest CPA period aligned with programmatic pause
The Proof
- Programmatic lowers downstream conversion costs
- Search & Social alone captures and converts existing demand
- Omnichannel mix drives pipeline growth, efficiency, and consistency
Key takeaway: An omnichannel approach, spanning programmatic, search, and social, drives stronger demand, expands audience pools, and improves conversion efficiency.
