From All Sides

- Youmna Borghol

An increase in fragmentation combined with a complex media landscape present a challenge for brands looking to maximise returns from their media budget. Marketers have long used a combination of media to deliver significant levels of reach and create a synergetic impact to the consumer. Media synergy occurs when the joint effect of multiple media activities creates value beyond that delivered by each individual media channel. Understanding the effect of synergy has become hugely significant in the age of media convergence, and an extensive body of empirical research provides theoretical foundations for the impact of the cross-media synergy.

According to Byron Sharp, one of the world’s most respected authorities on marketing, following several rules can create conditions that help achieve cross-media synergy:

1. Build cumulative reach Start by focusing on achieving as much exposure to a campaign as possible among the brand’s target audiences.

2. Broaden the timing and context of consumer touch points Advertising across multiple platforms at different times enhances receptivity. Aim for as much coverage and as little overlap as possible.

3. Provide enhanced repetition rather than just adding frequency Enhance timings, by drawing on media combinations that increase your footprint throughout the media day. Vary the context and space out your exposures.

4. Create a neuro-rich campaign environment Choose media platforms that when combined offer visual, auditory and text options that are as diverse as possible.