Using a multiple-platform strategy to stream video advertising can produce results greater than the sum of its parts, writes Youmna Borghol, head of data at Choueiri Group.
An increase in fragmentation combined with a complex media landscape present a challenge for brands looking to maximise returns from their media budget. Marketers have long used a combination of media to deliver significant levels of reach and create a synergetic impact to the consumer. Media synergy occurs when the joint effect of multiple media activities creates value beyond that delivered by each individual media channel.
Understanding the effect of synergy has become hugely significant in the age of media convergen
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