Locala Launches 'Omni Planner' to Help Marketers Navigate the ‘Phygital’ Maze

by ExchangeWire PressBox on 4th Dec 2025 in News

Locala, a global leader in omnichannel advertising solutions, announced the launch of Omni Planner in Singapore. This strategic advancement is designed to help marketers overcome the growing complexity of phygital consumer behaviour – where 70% of consumers now expect a seamless experience across online, in-store, and social channels – and the growing fragmentation of modern planning for the channel-less consumer.

The launch was unveiled during a closed-door roundtable that gathered senior marketing leaders from the automotive, retail, CPG, finance, QSR, and entertainment sectors. The session focused on the critical challenges brands face in unifying insights, attributing real-world impact, and activating campaigns that truly reflect how consumers move – online, offline, and everywhere in between.

Across industries, participants echoed recurring pain points, highlighting the difficulty in serving the channel-less consumer:

● Fragmented Insights: Marketers are planning blind due to declining insight quality and fragmented data, preventing a unified view of the customer journey.
● Attribution Gaps: Traditional models fail to connect digital exposure with tangible offline sales, leaving real-world impact unmeasured.
● Siloed Activation: Organisational silos prevent teams from activating fluidly across channels, despite consumers moving seamlessly between online research, physical store visits, and AI-driven discovery.

Locala’s Chief Operating Officer, Pierre Padiou, led a demonstration of Omni Planner, underscoring the crucial need for visibility and precision at the planning stage. “You need a complete, unified view of your audiences and the full landscape of media opportunities to target the right people, at the right place, on the right device,” Pierre stated. "Crucially, Omni Planner offers a unified view from the national to the local context, detailing brand presence, the shopper journey, and the competitive landscape." He highlighted how unifying online and offline signals allows marketers to fully understand audience mobility, local relevance, and the exact moments where consideration shifts into action across all channels.

Adding to this, Vincent Pang, Managing Director APAC at Locala, explained why traditional planning frameworks are no longer sufficient. “The modern path is made of loops, zigzags, and spirals,” he said, noting that while consumers move fluidly across channels, many organizations still activate within siloed structures that do not reflect this complexity.

The Omni Planner launch comes at a decisive moment for marketers in Singapore. Designed to unify online and offline signals, the solution enables brands to apply powerful, granular insights across all media channels to deploy campaigns rooted in Business Context Planning, assess local audience relevance, and reduce media waste by focusing budgets where consideration is highest.

With its Singapore launch, Omni Planner provides marketers with a centralised view of mobility patterns, contextual relevance, and cross-channel inventory—helping them deploy more precise, scalable, and measurable campaigns rooted in real-world consumer behaviour.

Marketers can book a personalised demonstration of Omni Planner here today.