Is more better? The definitive answer is: it depends. In the world of achieving advertising goals, using more tactics and channels often lifts results. However, it can be random. There must be consistency, which is why integrated advertising campaigns do perform better than those in siloes.
What Is an Integrated Advertising Campaign?
In the local media sales environment, this descriptor indicates that an advertiser purchases a media plan centered on a specific goal and theme, utilizing multiple tactics to achieve it. The mix can include digital and traditional media.
It’s essential to define the buy as a concentrated and consistent message to drive an audience to want to learn more, remember the brand or take some type of consumer action.
What it’s not is a business buying multiple tactics, but they have various goals, targets and creatives.
Examples of Integrated Advertising Campaigns
The examples below are directly from advertiser case studies, specifically targeting local media buys.
Radio + Digital Increases Ticket Sales
A county fair wanted to attract more people to its county fair. The campaign included display, geofencing and radio. As a result of this broad reach and targeted ads, the organization achieved record-breaking results.
Had they only used a single channel, they would have likely missed large parts of the audience.
A Trifecta of Digital Tactics Target High-End Kitchen Shoppers
In this campaign, the company had a very refined audience to reach. Using geofencing, display and video ads, the right folks got the message, resulting in at least one $60,000 sale.
When advertisers know who they want to target so precisely, multiple digital tactics ensure those people see the message in many places, leading to more website visits.
Two Unique Digital Channels Help
A performing arts center wanted to both acquire new and re-engage subscribers. To deliver on this, the campaign involved OTT and display ads. OTT ads play on mobile devices as video, while display ads can serve on websites and apps that are relevant to targeting.
With two different types of digital ads, the organization was able to get in front of the right folks, resulting in increased subscribers.
Why Are Siloed Campaigns Less Successful?
In looking at the examples above, there was a defined goal and messaging. Sometimes the audience was narrow; other times it was broader. With any mix of these dynamics in place, a siloed campaign would have likely fallen flat.
Here’s why:
- Lack of diversity in ad formats could make them easier to ignore or overlook.
- Repetition of messaging across channels typically leads to better recall.
- A consistent promotion with multiple tactics can catch people at various times of the day and moods.
- Single campaign tactics may fall into an echo chamber where the ads are just running for the same people, keeping engagement low.
Building Ideal Integrated Advertising Campaigns
To recommend the right tactics, your starting point is a goal. The advertiser may need some help with this, which is where your customer needs analysis comes into play.
Once you have an objective, you can use our ad mix tool to make suggestions, customizing them to include more options if the budget allows it.
