Marketers and advertisers often get starry-eyed looking at the gradually climbing viewership, engagement, and ad impression figures on analytics dashboards while building brands or sales funnels on social media channels. While this is true, the effectiveness and impact of campaigns on more traditional platforms such as linear TV remain undeniable. So, rather than one or the other, should brands and marketers make integrated and omnichannel approaches commonplace?
Well, media leaders such as Nadim Koteich, the GM of Sky News Arabia, definitely vouch for an integrated approach. While digital channels offer targeted, interactive, and more affordable options, linear TV’s powerful storytelling
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
