Multi media optimizing optimistics

Nick Hiddleston and John Faasse

This paper describes the development by Initiative Media of Matrix of a new tool for optimizing multi-media campaigns, based on a survey held in 12 countries amongst over 24,000 respondents, the main purpose of which was to establish the overlap in the use of different media.

Multi Media Optimizing Optimistics

New ways to calculate the effectiveness of multi media campaigns

John FasseInitiative Communications andNick HiddlestonInitiative Media Futures

Introduction

Old channel planning was about selecting individual media. New channel planning is about selecting combinations of media.

Continuing media fragmentation means that consumers are spending less time with a single medium. As the attention of consumers is spread over more and more media categories so effective channel strategies will increasingly have to be multimedia strategies.

Over the last five years in the United Kingdom alone more and more advertisers move towards a multimedia strategy....

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