Circana’s Future of Media report reveals why integrated strategies across streaming, gaming, live shopping and traditional channels are key to brand growth.
Leading consumer behaviour expert, Circana, has released its latest report, Future of Media, highlighting the importance of multi-platform strategies to capture consumer attention and achieve measurable results.
The report reveals media consumption is more fragmented than ever as consumers move seamlessly between streaming services, social media, gaming platforms, live shopping events and traditional media.
The strength of traditional media, such as point-of-sale and out-of-home advertising, when effectively integrated with more innovative forms utilising digital and social platforms, cannot be ignored. Brands who do this successfully will build trust and turn engagement into sales.
Alistair Leathwood, Head of Media Analytics and Insights, Circana said: “Advertising’s future isn’t about choosing one channel over another – it’s about creating the right mix across platforms to meet people where they are to deliver quality content interactions. Multi-platform strategies allow brands to combine relevance, reach and personalisation, ensuring campaigns resonate in the moments that matter.
“With streaming, gaming, and social commerce all vying for attention, brands must take an orchestrated approach to deliver consistent and connected experiences. This is how they will stand out; build stronger relationships and deliver return on investment.”
Ad-supported models are a gamechanger, addressing some of the key challenges for publishers, including proving cross-platform ad effectiveness and delivering measurable returns.
Other more innovative areas driving success include livestream shopping and gaming – blending entertainment and commerce. A recent IAB study found 86% of advertisers believe gaming is growing in importance and 85% are confident in their ability to measure advertising in the platform.
The effectiveness of measurement will continue to be a key challenge for advertisers, as ad performance expectations grow and more privacy restrictions come into play.
The Future of Media report underscores that brands investing in integrated, data-driven strategies will be best positioned to navigate disruption and accelerate demand.
Download the full report here: https://www.circana.com/outlook/enus-future-of-media
About Circana
Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behaviour driving it, and accelerate their growth. Circana’s Liquid DataTM technology platform is powered by an expansive, high-quality data set, and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. Learn more at https://www.circana.com/
