6 Me­dia syn­er­gies will be­come more im­por­tant than any sin­gle chan­nel and the col­lec­tive weight of all chan­nels

ArabAd - - TRENDS -

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...

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