Media channels don't work in isolation, objectively harness their combined power
If who to target is the first question – the next is where. While for many people print media and direct mail aren’t their daily reading choices, for others they are still the most frequently used channels.
Meanwhile, digital platforms have not only introduced new opportunities for advertising space, it has also unlocked revolutionary ways of tracking people’s activity and exposure to FMCG campaigns. That said while the temptation can often be to default to digital platforms, because of their supposed ease of targeting and capturing metrics, these aren’t always the channels with the best reach.
When deciding which channels to prioritise, the short answer is, as ever, it depends. Based on who the target is, and how we want them to buy, the best way of dividing spend across different platforms will vary. This is where the CMM comes in. By analysing shoppers – and their spend – both before and after a campaign, the measure helps FMCG advertisers to understand how different forms of media really work and interact and the influence they have on actual purchases.
The intention is to ensure the different channels of a campaign are balanced, and to maximise how they operate collaboratively. It isn’t necessarily the case that attributing more spend to TV means the digital platform portion of the campaign will have less funding and be less fruitful. Often, advertising on one channel increases the effectiveness of another – one plus one can equal three or four or more.
