Locala Launches Omni Planner to Unify Online and Offline Campaign Strategy

In a world where the consumer journey jumps from phone screens to store aisles, Locala wants to help marketers catch up. The company has launched Omni Planner, a planning solution that integrates digital and physical engagement data into a single dashboard—offering a unified view of the customer journey across devices and locations.

It’s not just about measurement. Omni Planner is designed to turn real-time insights into actionable, localized strategies, streamlining campaign planning across every touchpoint. And with digital analytics powered by Similarweb, Locala’s new platform is poised to make full-funnel, omnichannel planning the new norm.

“Marketers need more than siloed metrics,” said Christophe Collet, CEO and Founder at Locala. “Omni Planner gives brands a unified foundation to plan with confidence, both online and on the ground, market by market.”

From Fragmented Data to Fluid Campaigns

Omni Planner is built for marketers navigating the chaos of modern media buying. National campaigns don’t always translate at the local level, and digital metrics rarely tell the whole story—especially for brands trying to drive in-store traffic.

Here’s how Omni Planner changes that:

• Unified Consumer Insights: Combines digital behavior data from Similarweb with Locala’s real-world mobility and engagement signals.

• Competitive Benchmarks: Understand how your campaigns stack up—both online and in-store.

• Scalable Local Plans: Eliminate the heavy lift of manual market-by-market planning with automated, tailored strategies.

• Cross-Environment Planning: Align messaging and spend across web, mobile, and physical retail environments.

“With Omni Planner, advertisers no longer have to choose between speed and precision,” said Alyssa Lewis, SVP at Similarweb. “It gives them both.”

A Proven Methodology, Now Productized

While Omni Planner is new, its underlying approach isn’t. Locala has been pushing localized media strategies for years—customizing plans down to the zip code to increase relevance and lift.

Early adopters of this planning methodology have seen impressive results:

• +25% increase in consumer attention

• +70% lift in brand preference

• +30% boost in store visits versus traditional media approaches

Now, with Omni Planner, those kinds of results are more accessible and scalable than ever.

Solving for Siloed Systems

Omni Planner is also a sign of the times. With marketers juggling disconnected data sources and planning tools, there’s growing demand for platforms that can connect the dots without adding complexity.

Instead of forcing marketers to toggle between dashboards or retrofit national plans for regional impact, Locala has built a system that adapts strategy to local realities automatically, allowing brands to stay agile and focused.

For sectors like retail, CPG, auto, and QSR—where performance hinges on local market nuance—Omni Planner could be a much-needed bridge between insight and execution.

The Bottom Line

Omni Planner arrives at a pivotal moment, as marketers increasingly demand full-funnel visibility, localized control, and campaign efficiency in one place. With its blend of real-world and digital data, the platform could reshape how brands approach media planning—especially for those trying to align their digital presence with physical outcomes.

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