Why a crowded platform beats a single source

Tim Foley
PointLogic, United Kingdom

Geoff Wicken
KMR, United Kingdom


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 cost, the currency of measurement for TV is quite different from that of, say, cinema or outdoor. Consequently planners have traditionally had to rely on intuition for media-mix combinations.