Insights on navigating the ever-changing media landscape with confidence

Looks at changes in the media landscape, how marketers have dealt with them, and what they need to do to counteract a lack of confidence in the media mixes they employ.

Cross-media effects

This article is part of a series of articles from the WARC Guide to cross-media effects. Read more

With digitisation taking over every part of our lives, it is not surprising that new advertising platforms are also emerging, most of them online. However, there are still questions around how this has changed the media landscape, and how to confidently navigate the waters. After a year of economic recovery in 2021, Kantar’s Media Reactions 2022study found 39% of marketers do not have confidence in their media mix, up from 33% in the previous year, and both...

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