Some people I met in Cannes ad festival were talking about how Madhive bought a company called Frequence that does Omni-channel advertising. Omni-channel sounded like another fancy term to me.

So, I met with Tom Cheli, who talked to me about Frequence, and taught me what Omni-Channel advertising actually means.

The interview below explains it, but from what I understand it is an all-encompassing word for all media platforms, new and old. The new side of Omni-Channel would be something like social media or streaming platforms and the old side would be straight TV or radio.

Frequence helps connect smaller or medium sized businesses to the Omni-Channel and gets them the right advertisement for their company. Overall I thought it would be complicated and doing it probably is, but after hearing Tom explain it, I have a much better understanding of how advertising buying works. 

Rio Damata: What's your name and what do you do?

Tom Cheli: I'm the CEO at Frequence.

Rio Damata: What is Frequence?

Tom Cheli: We tell our normal customers that we are an Omni-Channel workflow for media companies and independent agencies.

Rio Damata: What exactly is Omni-Channel?

Tom Cheli: I knew you'd ask that question. When we talk about Omni-Channel, we're referring to all the cool things my kids and you're probably doing. If you're on TikTok, Facebook, Snap, or any social media, that's part of Omni-Channel. This includes video, display, and other media formats.

Rio Damata: So it's like social media?

Tom Cheli: Social media is one element of Omni-Channel. If you're watching streaming TV, which I'm sure you do, there are advertisements there. We help local advertisers reach their audience across all these platforms. In the past, they used TV, print, and radio. Now, there's so much more—social media, streaming TV, and other digital tools. We help small and medium-sized businesses find their audience in the modern world.

Rio Damata: From what I understand, Omni-Channel is a form of media consumption that still uses traditional forms but also includes modern platforms?

Tom Cheli: Exactly. They can still use radio and TV, but now they can also reach potential customers on different channels. For example, if someone is searching for a hair salon on Google, we help them be there. If they're watching a sporting event on streaming TV, we help them place ads there. We ensure that businesses show up wherever their potential customers are, combining traditional and modern media sources.

Rio Damata: So, Frequence is a way to help any business advertise across various platforms in the modern era?

Tom Cheli: Yes, it's a technology workflow that allows media companies to sell local advertising effectively. It helps them build proposals, present to local businesses, convert sales into orders, and execute across different channels. We connect all these pieces, making it easy for advertising professionals to offer multiple channels through one platform.

Rio Damata: That makes sense. How does AI affect your job?

Tom Cheli: Before generative AI, most adtech companies used AI for bidding, logic, and big data—things we've been doing for years. With generative AI, we're focusing on creative aspects. Advertising across Omni-Channel requires different formats, so we need to generate creative content for various mediums like CTV, OTT, pre-roll videos, and display ads, often at a lower cost. This is because we're dealing with local businesses, not mega advertisers.

Rio Damata: That's interesting. As a final question, what's a good piece of advice for people wanting to get into your field?

Tom Cheli: It's the same advice I give my three kids: be passionate about what you want to do and work hard. If you're passionate and dedicated, you'll be successful despite bumps in the road. I'm a big believer in working hard and playing hard, and it has served me well. So, that's what I'll share with you.

Rio Damata: Thank you very much.