IMMI: Multi-platform advertising increases reach

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.

Tags: cross-platform marketing, online advertising