LONDON, 28 February 2012 – A new White Paper by CNBC and the Ehrenberg-Bass Institute for Marketing Science, encourages media agencies and advertisers to think about four key areas to achieve the greatest synergy with multi-platform campaigns.
To create the conditions that are conducive to synergy, the White Paper concludes that advertisers and planners need to select a media mix which:
1. Builds cumulative reach – start by focusing on achieving as much 1+ exposures to a campaign amongst a brand’s target audiences
2. Broadens the timing and context of consumer touch points –advertising using a multi-platform mix at different times enhances receptivity. Aim for as much coverage and as little overlap as possible.
3. Provides enhanced repetition (rather than just adding frequency) – enhance timings by drawing on media combinations that increase your footprint over the media day. Vary the context and space out your exposures.
4. Creates a neuro-rich campaign environment – choose media combinations that together offer visual, auditory and text options that are as diverse as possible.
The White Paper Planning for Synergy: Enhancing the Power of Multi-Platform Media was commissioned by CNBC and written by the Ehrenberg-Bass Institute for Marketing Science, to help media planners and advertisers think about the elements needed to achieve the maximum impact from multi-platform campaigns.
The White Paper provides useful guide to the types of synergistic effects that can occur and supports that television should be the foundation media for any multi-platform campaign.
Mike Jeanes, Director of Research EMEAat CNBC, said, “Many marketers talk about ‘media synergy’ without qualifying what this really means. This paper outlines how different media can piece together to create strong synergy and provides the context to help media planners underpin multi-media recommendations.”
Associate Professor Jenni Romaniuk, International Director of Ehrenberg-Bass Institute said, “The adoption of new technologies has expanded at a faster rate than our knowledge about how to leverage them. This White Paper looks at evidence based research to help expand our thinking and help media planners gain greater synergy, to reach people and gain a greater response from those reached. Campaign budgets can be easily wasted unless you actively plan for synergy. Too few marketers seem to be doing this.”
Professor Byron Sharp, author of How Brands Grow (Oxford Univ. Press) & Director of Ehrenberg-Bass Institute commented, "The real advantage of adding more media to the mix is to gain extra reach, and to reach people at more times and in more different situations."
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