Orchestration of several media in a brand campaign has been, and still is the province of communication planners. What has changed in the last few years, and will continue to change, are the methods and tools available to make different media work synergistically.
This is to introduce some of those methods and tools.
The advent of programmatic advertising did not merely add a few opportunities in this regard, but created an exponential shift in the domain of what is possible. Some of the possibilities are formulaic, but many more are as yet undiscovered. As always, the goal here is to...