How to make the most of multimedia advertising

This Knowledge Point article argues that with increasing fragmentation leading to a long media tail, it is usually necessary to use multiple media to reach your target audience.

How to make the most of multimedia advertising

In recent years, due to the proliferation of cable/satellite channels and TV fragmentation, it has become essential to use multiple channels to reach all of the target audience in many countries. Additionally, other channels have developed, including the Internet and various ambient media, resulting in a much wider range of options.

There are many differences between the benefits of different media. In terms of targeting, some channels, such as TV, can still reach a very wide audience. And while TV fragmentation causes problems, it does have the benefit of allowing greater targeting...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands