Multimedia Research Shows Long-Term Trends

Fred Bronner and Stephen van Velthoven

At a time when there is a lot of discussion about abundance, changing media landscape and multi-media effects, there is a need for fresh data about a consumer's relationship with all the different media. This is especially so at the moment, since multimedia strategies, integrated marketing, mixed-media campaigns or the use of media combinations are favourable subjects for media planners and advertisers.

Our starting point is that a campaign can benefit from a multimedia strategy because it can reach more people in the  target audience and enhance the effectupon them. This comes through synergy, or 1+1=3. But a general complaint of planners and advertisers is about the lack of adequate multimedia research tools [1]. The measures of reach and frequency provided for different media by industry research are too varied and provide a poor basis for comparing the value of an impact in one medium with an impact in another. Media reach figures and ratings collected separately for each medium are only half of the story. Additionally, insight is necessary on how consumers experience different media. Recent research wherein the various media types are studied simultaneously is very scarce. What we need is research that enables planners to map media on a variety of dimensions. What are the strengths and weaknesses of each type of medium? What media types complement one another in terms of experience?