Topics
What to Read Next
Charles F Manning, Chief Executive Officer & President, Kochava, reveals how the convergence of mobile, CTV, and DOOH is redefining measurement, media optimisation, and customer engagement for global brands.
Marketers know that no single channel works in isolation anymore. True impact happens when touchpoints connect—when mobile, CTV, and DOOH reinforce one another. The result isn’t just broader reach but significantly stronger conversions, proving that convergence is the new driver of media performance.
“Some pretty interesting ROI with a 247% conversion rate increase from the users that were exposed to both digital at home and CTV. So, when they only saw one of these mediums, it converted significantly differently than when they saw the ad treatment across both of the mediums of CTV and digital at home,” said Charles F Manning, Chief Executive Officer & President, Kochava.
Charles took the stage at Vibe Marketing Tech Fest, Dubai 2025, to share how converging channels and smarter measurement models are shaping the future of media investments.
Three things Martechvibe learned from his talk;
Cross-Channel Synergies Drive Higher Conversions
Brands leveraging exposure across both CTV and DOOH saw conversion rates jump by over 245%. Integrating offline and digital touchpoints builds repetition and relevance, proving that convergence delivers more impact than siloed strategies.
Measurement is Evolving Beyond Attribution
Traditional last-click attribution misses offline signals. Media mix modelling (MMM) bridges the gap by combining CTV, DOOH, and mobile data, helping marketers understand the real performance of campaigns across the entire funnel.
Data-Driven Automation Powers Growth
AI and ML are reshaping ad buying, particularly in Apple search ads, by automating bidding and optimising ROAS. Combined with geolocation-powered DOOH measurement, automation ensures media investments translate into measurable growth.
Watch the full video here.
