IMMI: Multi-platform advertising increases reach

Here is one more reason to advertise across many platforms, both online and off: according to recent research from Integrated Media Measurement, Inc. (IMMI) advertising across platforms increases the reach of advertising campaigns.

by Kristina Knight

Advertising across platforms is a proven method of attracting more consumers or simply engaging more consumers because they see and hear the ads many more times than one simple commercial during a television program, for example. By advertising that same ad on television, on the radio or in a newspaper and creating an online display ad campaign, marketers automatically increase their brand awareness because consumers will see those ads more often.

These cross-platform ads should not be the same ad in several different places, however. A television spot, in many cases, is too long to be included on radio. A display ad in a newspaper won’t engage as well online. So, marketers need to study which areas of entertainment are most likely to engage the audience and create a set of advertisements that will appeal to the audiences on those platforms.

Multi-platform advertising is nothing new to marketers, but with the advent of the Internet, many marketers are finding it hard to determine which platforms are the best for their ads.