Multi-platform strategies are key to capturing the attention of diverse viewer segments. Globally, a 2024 study revealed that the top five ranking media channels for consumers are point-of-sale ads, cinema ads, sponsored events, newspaper ads and out-of-home ads meaning that companies must not ignore traditional media but adopt multi-platform strategies to capture the attention of diverse viewer segments. This shift requires a deep understanding of audience preferences and behaviours, and the ability to deliver personalised content across various channels.  

Perhaps the most famous and successful example of a multi-platform strategy is Coca-Cola's ‘Share a Coke’ campaign, which sold more than 250 million named bottles and cans in Australia back in 2011 before reaching more than 70 countries. Adding popular names on its packaging resonated deeply delivering a strong emotional connection translating into strong sales and loyalty. The brand combined traditional media (TV commercials, billboards) with digital and social (personalising bottles, #ShareaCoke hashtag, user-generated content) to increase engagement.  

You must meet consumers in their worlds – and they have many on the go

A multi-channel sales strategy can increase loyalty, acquisition, sales and the customer experience. Meeting consumers where they are—no matter the channel – is critical to success. In an early showcase of ‘shoppable billboards’, during London Fashion Week in 2015, UK high street retailer Topshop used digital billboards synced with Twitter to display items from their catalogue whenever the hashtag #LFW was used. The billboards were strategically placed near Topshop stores, encouraging immediate in-store purchases.  

Integrating into social communities is critical to effective multi-channel strategies. This is notable as investment shifts to influencers, social media, podcasts and gaming. For example, Twix capitalized on data suggesting that four in five American super bowl fans would ‘double screen’ at 2025’s Super Bowl – that is check their phones to text friends and family and catch-up on social media to gauge the internet's reaction to both the game and ads. Twix designed a digital game around a modern human behaviour, second screening, by awarding two solid gold bars on game day to fans playing the TWIX Second Screen Staredown, where participants held their gaze on their phone while being tracked by its camera. The longer they stared, the more entries they earned. 

Gaming audiences have arrived as a valuable platform for advertisers  

The ability to be agile and keep at pace with ‘techcelleration’ has never been more critical. This includes investing in cutting-edge technologies, exploring new revenue streams, and continuously adapting business models to meet changing market demands. Additionally, companies must focus on building strong audience relationships and delivering value through high-quality content and personalized experiences. Notably, gaming’s popularity has led to new business models, including in-game purchases, subscriptions, and e-sports. Gamers are completely immersed – they’re participants primed to pay attention and transact. With one-third of online gamers playing on mobile devices for up to seven hours per week, a global study reveals nearly 9 in 10 advertisers (86%) believe gaming is of growing importance, and 85% are confident in their ability to measure advertising in the platform. As such, two in five plan to increase their spend on games advertising.  

In-game ads are important, but the multi-channel magic is in the diverse touchpoints of gamers and reaching them throughout their entire journey – both online and off. Research shows that 74 percent of gamers “wouldn’t mind ads” if given the option to see an ad to be granted a ‘reward’, while intrinsic in-game advertising (when ads are absorbed into a game’s world such as a billboard in a race) is also taking flight. Media companies must adapt to the growing influence of gaming by integrating interactive and immersive elements into their content offerings. This can include developing gaming-related content, exploring partnerships with game developers, and investing in technologies that enhance the gaming experience. 

We’re building a seamless, adaptive, always-on media ecosystem  

At Circana, we envision a media ecosystem where businesses collaborate with us to align consumer behavior intelligence with purposeful media plans. This involves closing the loop between media exposure and tangible sales results. By introducing real-time data integrations, we can anticipate changes in consumer behavior and act proactively rather than reactively. This brings efficiency and effectiveness to the forefront, activating campaigns in real time and meeting consumers at every stage of their experience. Circana’s verified data, intelligent automation and AI-powered insights are now critical tools for future-proofing strategies and budgets - learn more in the Circana Future of Media Outlook Report.