Market Summary - Cross Media Advertising

Cross-media marketing encompasses everything including: radio, magazines, TV, online, mobile, ambient media, outdoor, newspapers, podcasts, film, theatre, direct mail, SMS, product placement (and the list goes on…)

Two surveys are currently available to accurately measure the effectiveness of Cross Media advertising

• Post stage research for distinct, creative-led, multi-platform campaigns on Bauer Media, where Bauer brands are a core part of overall campaign/brand activity.
  
  
  • Needs to recognise that other media will be used, and measure the specific impact of the Bauer creative effect

• Using contrast between mediums to isolate the "Bauer Creative Impact"
• Two contrasting groups of respondents:
  
  
  • General sample – broad recruitment, base level for overall brand performance at this point of campaign (500 respondents in 20 year age group by gender)
  • Bauer-specific sample (200 respondents) narrow recruitment (via Bauer websites or panel) for targeted read of brand health among those exposed to Bauer creative approach

• Cross media is the perfect way to reach diverse audience sectors with high volumes at exactly the right day part. Using Bauer Media as an example:  Bauer owns 53  Magazines,  44  Radio Stations,  48 Digital Brands and  7 Digital TV Channels
• Almost 20 million people in the UK are reached by a Bauer brand at any time* equating to 40% of all people in the UK.  Over two thirds of all women aged 15-24 in the UK are reached by a Bauer brand at any time* and 53% of our total audience are ABC1s.
• 70% of all 15-24 year olds in the UK are reached by a Bauer brand at any time*.

Example of Veet Cross Media Campaign:

Content that is placed/pushed onto different platforms with differing creatives. For example a shortened re-edit of a television programme for a podcast or mobile audience. In this way the same content can be promoted on different platforms.  A good example of this is the Kiss Kube which builds on Kiss Radio’s existing listen live stream with ‘now and next’ schedule information.

Content produced alongside a main production and delivered on different platforms from the main production. As this is deemed as an ‘extra’ it is entirely different from the main project and is not dependent upon it. For example it could be a ‘behind the scenes’ look or a ‘making of’ documentary delivered in segments on a mobile phone or a viral game produced with links to a television programme or magazine article. A good example of this is the IN:DEMAND radio programming that runs across the Big City Network and includes behind the scenes interviews and extras.

This is an ideal way to drive increased interest in your brand, where the Call to Action requires the user to continue their ‘journey’ with the creative. The content placed on the other platform is critical to staying in touch with the experience and the narrative teases you towards investigating or moving to another media platform. For example: a TV show that ends suddenly and gives you a URL to explore more, a SMS that teases and points you towards a radio show or a podcast that gives you further information to look at the latest interview in a magazine. 

This is where the content is distributed in a non-linear way and develops ‘a life of its own’ so that the experience is personalised. The best examples of this are Alternate Reality Games which incorporate dynamic elements to let the audience complete their own journeys. 

This is when the consumer is invited to participate from one medium to the next. The level and depth of the message will make the involvement more personal and therefore more relevant and powerful. Good examples of this are reality television where viewers can interact with the onscreen action by voting or radio competitions that encourage interaction online or via apps or podcasts.

This chart sums the process up in a simple model, illustrating how multi-channel brands are able to exert more “pull” over consumers.

The strength of cross media is hugely compelling – combining multiple brands and platforms to create a multi-tiered campaign directed at key audiences with accurate messaging.

Again, using Bauer Media as an example the following key audiences can be reached: 

• 9 million people in the UK have listened to a Bauer radio station in the last week (18.2% of all adults in the UK)
• Over a quarter of all women aged 15-24 in the UK listened to a Bauer radio station in the last week (1,091,000 women)
• Over a quarter of all 15-24 year olds in the UK listened to a Bauer radio station in the last week (2,221,000 15-24 year olds)
• Over 50% of Bauer’s radio audience (those who have listened in the last week) are ABC1 (4,791,000 ABC1 adults)

• 7 million people in the UK have watched a Bauer TV station in the last week (14.7% of all adults in the UK)
• 41% of all women aged 15-24 have watched a Bauer TV station in the last week (1,585,000)
• 39% of all men aged 15-24 in the UK have watched a Bauer TV station in the last week (1,604,000 men aged 15-24)

• In any given publication period almost 10 million people in the UK will read a Bauer magazine (20.1% of all adults in the UK)
• In any given publication period 39% of all women aged 15-24 in the UK will read a Bauer magazine (1,513,000 15-24 women)
• In any given publication period 38% of all 15-24 year olds in the UK will read a Bauer magazine (37.6% of all 15-24 year olds)
• 1 in 5 ABC1s in the UK will read a Bauer magazine in any given publication period (5,559,000 ABC1s)