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Integration

The need to integrate multiple channels within a campaign is nothing new, but the explosion of media options in recent years has made integration strategy ever more complex. Research suggests that more effective campaigns tend to use more touchpoints, with different channels taking different roles in a campaign. Some advertisers now distinguish between paid, owned and earned media, and look for ways to make the three forms work together.

Key Reading

Important papers from across the WARC database

This article provides marketers with information and guidance on issues around integration. Topics covered by the article include the recent evolution of the term 'integration', the various models of integration available to practitioners, how to work with agencies and how to understand patterns of media consumption.
A guide to engaging consumers in a complex media landscape, by staying rooted in the real lives of the audience.
A guide to building a cross-channel, multiple-touchpoint media strategy
Even though cross-media campaigns are becoming a norm, there is a lack of knowledge on how they impact sales.
This article explains why the POE model of media planning requires a new measurement solution.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study explains how car company Renault used an app, a TV show and a roadshow to increase sales among business people in Italy.

Case Study

This case study shows how Deutsche Telekom, a telecommunications brand, used gaming to raise awareness towards dementia research in Germany.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.
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Article

This article provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Research Paper

This report looks at how Turner, a US media conglomerate, utilised cross-screen measurement to capture the effectiveness of its marketing for its Animal Kingdom TV series.

Article

This article provides marketers with information and guidance about combining TV and digital media strategies.

Article

This article provides marketers with information and guidance on generating earned media.

Article

This article explains how programmatic advertising can be used to deliver cross-media insights and cross-device reach optimisation, with predictions for future possibilities.

Article

This article explores how brands can keep up with the rise of machines and achieve the best user experience through a combination of TV and social media.
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  1. Article

    This report explores the effective use of media through insights from the winners of the 2016 WARC Media Awards and analysis from the 40-strong judging panel.

  2. Article

    This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

  3. Article

    Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.
  4. Article

    This report explores excellence in connection strategy, channel analysis and measurement, by studying the entries to the 2015 Warc Prize for Connection Strategy.

  5. Article

    This article provides marketers with information and guidance about combining TV and digital media strategies.

  6. Article

    This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

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