Current research has highlighted that instead of seeing social media and traditional advert as competitors they should instead be used together. It's been suggested that instead they'll work better if combined, campaigns that cross over media platforms, how can this be done?
-Is this a valid idea?
-How does the industry feel about this?
The study found that "TV is the giant megaphone," said Isaac Weber, vp of strategy at MarketShare. "When you want to get a message out, that's still really the most powerful means to do it. The way that people view and consume television has changed … but I think the question is less about what has changed with television and more about what are some of the underlying issues with some of these other vehicles." Added Shimmel, "We're not saying that digital is bad, but digital just can't make up the reach that TV delivers. And digital, used in a way that's complementary to TV, is a more effective strategy."
'The study is the latest addition to Turner's "dossier of research that supports the strength of television and talks about potentially how TV is working and can be made better," said Shimmel. "TV really works, and there are ways to make it work better in challenging times."'
http://www.adweek.com/tv-video/why-tv-still-most-effective-advertising-medium-165247/
'Far from being two distinct channels, TV and digital intersect in a number of ways. First, the normalization of second-screening means TV viewers are now actively participating in the content they watch, using connected devices such as smartphones or tablets via digital channels like search and social. Secondly, the increased fragmentation of the TV landscape — with the possibility to watch premium TV content via time-delayed viewing, VOD (video on demand) services and OTT (over-the-top) subscriptions — means viewers are consuming TV content through digital services. The lines between the two channels are becoming ever more blurred. So, how can marketers make TV and digital work together for their business as part of a complementary media strategy?
' advertising results in increased traffic across digital assets, including websites and social. It’s essential that channels are primed to take advantage of this traffic by having a seamless call to action that encourages users along the path to conversion. Ensuring cross-channel consistency of design and messaging amplifies the impact of TV campaigns, resulting in greater ROI.
'TV advertising is a powerful way to engage new prospects, but they won’t necessarily convert during their first visit to a brand website.'
https://marketingland.com/best-making-tv-digital-work-unison-202276
Cross-platform, also known as cross-media, is a reference to the state of your advertising spanning multiple media types, e.g. tv, mobile and paid search. I say "reference" because the phrase out of context doesn't have useful meaning. Anyone with a decent budget advertises across multiple platforms/media types. When you hear "cross-platform", you're usually hearing it as a reference to the measurement being conducted on such advertising, in an effort to attribute one result (say, a sale) back to your holistic advertising efforts.
https://www.quora.com/What-is-cross-platform-advertising
https://ondeviceresearch.com/blog/cross-platform-brand-effectiveness%3A-where-consumers-go%2C-ad-impact-follows
https://www.mediapost.com/publications/article/270797/cross-platform-advertising-its-the-message-not.html
'We don’t just know this from experience; one survey found that 72 percent of consumers prefer to engage with a business through an integrated marketing approach.'
'online advertising is a great way to get your business to the top of the search results if you're still working on your local search marketing strategy. A cross-platform advertising strategy is your ticket to turning a lead into a customer, and using ads to retarget the customer after their purchase can turn them into a repeat customer. Ads are great for building trust, too. If potential customers see the same messaging and similar, branded imaging across all platforms, this will build trust with the consumer. A single message across all platforms will remove confusion while keeping your business fresh in the consumer’s mind while they work their way through the purchase process.
A cross-platform advertising strategy is your best chance at engaging consumers, no matter where they are in the buying process
You can use search, social and retargeting ads to keep your business fresh in the consumer’s mind 72 percent of consumers want to interact with businesses through an integrated approach
Repeat customers are worth 10 times their first purchase
https://www.revlocal.com/blog/paid-advertising/this-is-why-you-need-a-cross-platform-advertising-strategy
http://adage.com/article/media/cross-platform-ads-working/128029/
'NEW YORK: Media plans that include mobile and desktop advertising executed simultaneously with traditional offline media consistently drive greater lift across brand impact metrics than traditional offline media alone, a new study has found'
'The IAB analysed ad effectiveness across five campaigns in different categories – automotive, CPG, retail, finance and media – for its Cross-Media Ad Effectiveness Study and reported that the inclusion of digital ad formats in a traditional campaign improved brand impact both individually and in combination with traditional media formats.
'Digital advertising alone may be effective for some brand metrics, it said, but when combined with other media it becomes "a critical part of a mix that can be used to reinforce messages seen offline".
The best channel combinations typically included at least one of these digital options – mobile web, mobile app and desktop – and TV.This same combination was also responsible for 47% of the total campaign lift in purchase intent in a campaign for a well-known CPG food brand.
Separate research from Nielsen has demonstrated that cross-media campaigns increase reach – an average of 4.4% digital incremental reach against TV, although that figure is "largely meaningless", according to Phil Sumner, Nielsen client business partner. Writing in a recent issue of Admap, he advised that brands need to understand where they are on their respective reach curves today and the implications for total reach by reallocating spend between media types. Reach, he suggested, is the basic starting point in any consideration of the relationship between TV and digital. It is, he said, "like getting the right players on the football pitch. Formation and tactics are hugely important to achieving success but are of diminished importance if not all the players are on the pitch".
https://www.warc.com/NewsAndOpinion/News/Crossmedia_campaigns_are_more_effective/38043
To that end, the IAB commissioned Research Now to conduct ad effectiveness studies across two live ad campaigns which included a variety of traditional and digital media types. In a first of its kind, the study captured Mobile In-App in addition to Mobile Web for a complete picture of mobile advertising’s impact. The first study involved the launch of a new auto model and included ads ranging from innovative ad formats like pizza boxes in addition to typical Out of Home formats to TV, Radio, Print, Desktop (Video and Display), Mobile Web and Mobile In-App.
The second study examined the ad impact of a well-known cookie dough brand whose ads ran on Desktop, Mobile Web and TV. The research was then rounded out with three case studies from Research Now on Retail, Finance and Media, each of which involved a mix of digital and traditional media. In summary, the research shows that across 5 verticals (Auto, CPG, Retail, Finance, Media) the inclusion of digital ad formats in a traditional campaign improves brand impact both individually and in combination with traditional media formats.
https://www.iab.com/insights/cross-media-ad-effectiveness-study/
https://www.iab.com/insights/cross-media-ad-effectiveness-study/
Cross-media advertising is a strategy used by business owners to market a business using various types of media. Owners may use all of media types individually or combine several mediums to create a cohesive marketing campaign.
http://smallbusiness.chron.com/crossmedia-advertising-22546.html
-Is this a valid idea? yes proven by IAB research it works
-How does the industry feel about this? Support the use of it, think it can meet a large audience via different channel, creates a more targeted campaign
https://study.com/academy/lesson/cross-media-marketing-examples-definition.html
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