6 Media synergies will become more important than any single channel and the collective weight of all channels
Synergy will become a part of any multi- media analysis
In a media landscape of ongoing dramatic change, advertisers will more aggressively adopt multiple media alternatives to reach and connect with their audiences throughout 2017. Synergies will become more important than any single channel and the collective weight of all channels put together. Marketers will be focused on understanding the role each media plays within a broader plan and how they rub off to produce synergistic effects.
The concept of synergies has been around for some time but what has changed is the planning aspect and the application of a discipline to the selection of channels to maximise its impact. Cross media studies conducted by Kantar Millward Brown show that globally 25% of media effectiveness has been attributed to synergies, and nearly 40% in APAC. These numbers are not only growing but increasingly we are seeing non-tv synergies emerging as advertisers and agencies start to get their heads around this.
The two broad parameters needed to leverage synergies are – creative synchronisation and media duplication and phasing.
A “big idea” is important for creative synchronisation to occur, but it’s also about adapting the message to the medium and following a common theme across a campaign. For example, it’s unlikely that a 30 second TV ad will work as well on Youtube or Facebook because these media have different characteristics. But they offer opportunities for forming different kinds of relationships that meet consumer needs at different times and occasions.
The growing significance of media synergies in 2017 offers advertisers and
The growing significance of media synergies in 2017 offers advertisers and agencies the opportunity to leverage its power to maximise brand and sales impact.
agencies the opportunity to leverage its power to maximise brand and sales impact.
Optimising media duplication and phasing can go a long way in driving synergies but as a first step, marketers will need to ensure that every medium has a role to play within the broader media mix. Roles will be in terms of driving ‘reach and or frequency’ or various aspects of how people think, feel and make decisions about the brand.
Michael Nicholas leads the Global Connected Solutions team at Kantar TNS, where he advises clients on digital and integrated marketing activities. Michael also leads Connected Life, the world’s largest annual study about how connectivity is shaping customer behaviour in 57 count.