Why a crowded platform beats a single source

Channel planning is not about a single factor, but about balancing the power of a medium with its reach, the precision of targeting with cost, and understanding the tactical needs of the campaign with the characteristics of delivery.

Why a crowded platform beats a single source

Tim FoleyPointLogic, United Kingdom

Geoff WickenKMR, United Kingdom

THE CROWDED PLATFORM

Given today's sophisticated advertising environment and need for accountability, media campaigns can no longer rely on one tried and tested medium, or aim for simple exposure. Instead, planners must assess the full range of communication channels in order to design a campaign that genuinely connects with the right audience.

The well-documented difficulty here is that, in order to define a media-neutral plan, different media must be compared – yet most existing media measures are silo-based. With the exception of...

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