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The media landscape has been shifting for many years. The way people watch, listen and read their content of choice is wide and varied, often encompassing multiple channels, platforms and devices – and that can be for one person, in a single day.
There are many reasons for this media proliferation, with the rise of smartphone ownership and mobile use near the top of the list. Perhaps you’re still reading the paper or watching the 6pm news on TV, or perhaps you get updates from Alexa, Siri, Facebook, Twitter, Instagram, or Apple news.
From the advertisers’ perspective, the multiple channels and platforms adds a complexity to their media planning – but a central tenet holds true – the main way in which brands grow is by reaching as many people as possible and increasing penetration.
Will influencer marketing overtake TV advertising?
TV has long been the best broad reach channel and advertising campaigns that use TV are three times more effective than those that don’t. Indeed, brands that use TV for their advertising tend to gain market share around twice as fast as brands that don’t.
And now we’ve had COVID-induced lockdowns, which have only increased people’s viewing. …
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