Whether at home or on the go, today’s consumers are faced with more content choices in more formats than ever before. Attention for digital platforms and mobile devices is fragmented.
Advertisers must contend with this new complexity to ensure the effectiveness of their spending. As audiences continue to disperse, it is becoming increasingly necessary to optimise for consumption behaviour across a wider range of media. Marketers are learning that they have to move away from pitting channels against each other and instead find complementary combinations that reach consumers across content types and devices.
Put simply, cross-media campaigns are proving to be the solution to fragmented attention.
Specifically, using digital media in tandem with traditional media can maximise reach and significantly improve campaign effectiveness. This impact can be seen especially clearly in two pairs of channels that we’ve been studying closely: TV-Facebook and out-of-home-Facebook.