E-commerce didn’t kill brick-and-mortar—it simply made it smarter. Today’s shopping journey isn’t linear. Consumers seamlessly shift between physical and digital experiences, researching online, purchasing in-store, spotting products, and later buying them online. These hybrid paths are not exceptions—they’re the new norm.
Hybrid Shopping Is the New Normal
Imagine Isabel, who walks through a department store and spots a stylish air fryer. She’s intrigued but unsure. She takes a photo, compares prices online, and decides to think it over. Days later, while watching her favourite cooking show on a smart TV, she sees a CTV ad for the same air fryer, with a limited-time offer and same-day pickup option. She visits the brand’s website on her tablet, completes the purchase online, and collects it from the store where she first saw it. That initial in-store experience didn’t just inspire interest, it set the stage for a digitally completed sale. Or Sagar, who notices sneakers on a DOOH screen, later receives a synced mobile ad, hesitates online, and finally buys after trying them on in-store. These are the touchpoints modern marketers must connect and prove.
Why Attribution Matters More Than Ever
With 75% of Southeast Asians, 48% of Brazilians, and 43% of European consumers blending online and offline shopping, brands need smarter tools to attribute influence and measure outcomes. Targetoo helps marketers overcome this complexity by providing integrated, cross-channel insights to attribute the influence of every ad exposure, whether on mobile, CTV, or DOOH., Brands need smarter tools to attribute influence and measure outcomes. The last-click model is no longer enough. Today’s brands must map full-funnel interactions, syncing screens, locations, and behaviours.
Turning E-Commerce into a Conversion Machine
E-commerce is more than a storefront—it’s a rich source of intent data. Each product view, click, or cart abandonment offers a chance to re-engage. With cart abandonment rates exceeding 70%, strategies like immersive CTV retargeting are essential. When a shopper sees a product ad on TV, browses it on mobile, and later receives a discount via email, those moments matter.
Connecting CTV Ads to e-Commerce Activity
CTV has evolved from awareness to performance. Though not clickable, smart attribution links TV viewing to web visits, app activity, and purchases. Advertisers can tie CTV exposure to site engagement, app downloads, and in-store visits using household sync, IP-based matching, and cross-device measurement.
Cross-Device and Online-to-Offline Measurement
A shopper who browses a product on mobile, checks reviews on desktop, and buys in-store may leave no direct trail—unless tracked intelligently. Programmatic unifies this path, using location data, app signals, and bidstream insights to map journeys and influence decisions with precision.
Drive-to-Store Advertising: From Ad to Action
Consumers still value in-person retail. Drive-to-store campaigns blend digital precision with real-world outcomes. Whether through GPS-triggered ads or DOOH synced with mobile, brands can influence visits and measure footfall uplift. With incrementality models, advertisers distinguish ad-driven visits from organic traffic.
2025 Retail Trends: AI, Real-Time Data, and Omnichannel Experiences
Retail is becoming more intuitive. From biometric payments and AR try-ons to AI-powered personalization, shopping is frictionless, interactive, and smart. Real-time location intelligence enables brands to adapt instantly, while GenAI facilitates on-the-fly creative optimisation.
Retail isn't just digital or physical anymore—it's seamlessly both. The key to unlocking that power is attribution, cross-device sync, and smart programmatic strategies. — Targetoo Insights
Programmatic is the glue between online discovery and offline action. Targetoo’s programmatic solutions combine AI, real-time location intelligence, and seamless cross-device tracking to optimize every step of the user journey. With real-time precision, AI-fueled creativity, and holistic measurement, brands can drive real outcomes across every channel. In 2025, it’s not about where the journey starts—it’s about how seamlessly it ends.
Let Targetoo help. Our data-driven, programmatic solutions are built to drive real-world results—online, offline, and everywhere in between.
Get in touch with us today to see how we can tailor a strategy for your brand.