Four Steps to Enhance the Power of Multi-Platform Campaigns. LONDON, 28 February 2012 – A new White Paper by CNBC and the Ehrenberg-Bass Institute for Marketing Science, encourages media agencies and advertisers to think about four key areas to achieve the greatest synergy with multi-platform campaigns.
To create the conditions that are conducive to synergy, the White Paper concludes that advertisers and planners need to select a media mix which: 1. Builds cumulative reach – start by focusing on achieving as much 1+ exposures to a campaign amongst a brand’s target audiences2. Broadens the timing and context of consumer touch points –advertising using a multi-platform mix at different times enhances receptivity. Aim for as much coverage and as little overlap as possible.3. Is the Tipping Point Toast?