This article is part of a series of articles from the WARC Guide to cross-media effects. Read more
Media planners want a media plan to work as cohesively as possible with the goal of providing the optimal outcome for media investment dollars. The challenge is to plan for all of the variables unique to each media channel and partner, finding methods to treat each uniquely while creating synergy across them.
One of the biggest media channels available, unbeknownst to some media planners, is advertising in video games. The challenge is that the gaming industry has been misunderstood...