The only terminal is a new mantra in media planning
Although according to experts, in 2014, television will retain its leading position in media budgets worldwide, today brand communicators are increasingly talking about cross-platform and bringing it to the ideal extreme – a single “control panel” advertising media mix.
Companies apply more and more research and experiment with the perfect media mix: what to combine, with what, and in what sequence.
Coca-Cola has conducted a successful integrated campaign in Latin America. It all started with the brand promise of “discover happiness” on TV. The advertising campaign showed moments of happiness and encouraged sharing people’s moments online. As a result of the campaign, Coca-Cola concluded that television is currently the most relevant point of contact with the brand and inspires further viral behavior in the digital phase of the advertising campaign.
The American insurance company Physicians Mutual conducted a study to reduce the cost of incoming customer inquiries. They found that TV is well coordinated with communication channels such as direct mail, radio, and online (the lead price has been reduced fivefold).
ESPN advertised its SportsCenter program on the air and on the Internet. The advertiser’s findings after analyzing the campaign’s results: TV advertising had a good effect on consumption, especially among existing SportsCenter viewers, and an online campaign improved brand equity, the perception of the brand, and its key characteristics among non-viewers.
Cross-platforming is gaining momentum, and the advertising world is thinking about a single “currency” for all communication channels for planning, buying, and evaluating advertising campaigns.
For example, the UK’s most prominent news publisher, News UK (The Times, The Sun, The Sunday Times, and TLS), has addressed this issue. Earlier, we wrote that the GRP might become the same single currency market. But News UK proposed the idea of a new universal metric based on the effect of the advertising campaign rather than its “input data.”
Another adherent of communication holism is AOL, which has announced the development of its single platform called One. The platform is designed to make life easier for the world of advertising technology. With its help, marketers will be able to buy advertising on several channels: television, the Internet, mobile devices, and social media. “Something like a Bloomberg terminal for advertisers.”
Well, the world does not stay put! We look forward to news from the field of convergence and hope that Ukrainian advertisers will soon be in favor of a single “flight control panel.”