Omnichannel
Omnichannel is the strategy that brings every channel together -online and offline- so that people experience a single, consistent journey with the brand.
It is not just being present on many channels, which is multichannel, but making them talk to each other: the ad someone saw on connected TV continues on their phone, the store visit takes into account what they already looked at online, and the message is never repeated or contradicted.
In advertising it means planning display, video, CTV, social, rich media and in-store activity as one campaign, with a shared audience and measurement that follows the person rather than the channel.
