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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.

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