Multi-touch Advertising in CTV
Omnicom Media x Rakuten TV Enterprise
As Connected TV continues to grow across Europe, advertisers are finding new ways to maximise impact across multiple touchpoints, before, during, and between content without increasing ad load. Pre-roll remains a strong and proven CTV format, and this study shows exactly how adding homescreen and pause ad placements builds on that foundation. Conducted in collaboration between Omnicom and Rakuten TV Enterprise, it puts three CTV advertising strategies to the test: Single Exposure (pre-roll), Repeated Exposure and Sequential Exposure quantifying the real impact on recognition, brand recall, product interest, and purchase intent.
Inside the Report, You’ll Learn:
- Multi-touch lifts ad recognition from 63% to 90–93%
- Sequential Exposure: stronger upper-funnel, unaided brand recall at 67% vs. 45%
- Repeated Exposure: stronger mid-to-lower funnel, product interest at 64%, brand fit at 69%
- Which CTV formats viewers find most and least intrusive
- How combining both strategies optimises the full funnel
Download the full report for the data, methodology, and strategic recommendations behind the future of multi-touch CTV advertising.