Cross-media Deals: Are They the Future?
Jane KesleyEmap Advertising
Let me start with some clarity on what a cross-media deal is. As a term, it did not exist five years ago – it crept into our language as a result of consolidation and was initially used to describe a media owner's capability to aggregate or integrate media campaigns across its various platforms.
Today, the distinction is clear and cross-media refers to the creative, integrated stuff – the definition we use is 'a single idea integrated across more than one platform'. The simplest solution would be a straightforward promotion on...