The challenge for publishers Media convergence and multi-channel campaigns

Cross-media advertising campaigns are nothing new. Advertising has always been planned and implemented across different media. Advertisers and advertising agencies have always used multiple channels to spread their advertising message in order to increase reach and combine the respective advantages and target groups in the best possible way. And the planning, organization and implementation of such campaigns has always been complex and time-consuming. Although the planning and booking tools have become much more convenient over the years, new media are constantly being added to the advertiser's media mix and the transitions are becoming more fluid.

Media convergence therefore means not only the combination of several channels, but also the growing fusion of linear and digital channels: TV series will be continued on the Internet, cinema films will end up as video games, radio programs will flow into podcasts, etc. Advertising campaigns have to adapt accordingly: The simple radio spot of the past is becoming the dynamic "multi-channel ad".

The more distribution channels and reach advertisers and agencies get from a single source and from a single contact, the less effort it means for them.

Provided that advertising management - from initial contact to billing - also functions synchronously and convergently across several linear and digital media types. This is exactly what the market expects from publishers: Attractive cross-media packages that can ideally be controlled and processed within one system, i.e. via comprehensive, integrated and convergent advertising management.

As part of our consulting services, we explain how your company can open up new monetization potential and gain competitive advantages through a convergent offering (own and third-party inventories).

You can find out more about this here, for example:

Cross-audio advertising: What does convergence mean for audio advertising?