Why would an Advertiser use a Mixed Media approach?
A mixed media approach in advertising means using different media types to communicate your message. Media is how ads reach people, like TV, radio, billboards, magazines, newspapers, websites, social media, and direct mail. Each one works a little differently.
A single ad campaign could have commercials on TV and radio. It could have ads in magazines and on websites. It could send brochures in the mail. Using a bunch of media like this all at once is a mixed-media approach. Advertisers mix it up on purpose.
The Goal: Grab Attention and Get Results
See, advertisers want to grab your attention. They want their message to get noticed and stick in your brain. If you see or hear their ad once, you might forget it. But if their ads pop up everywhere, you can’t help but pay attention.
Variety helps ads work better. Different things catch different people’s eyes and ears. My grandma watches a ton of TV. My little cousin is glued to his phone, watching TikTok. My buddy reads every billboard as he sits in traffic. Advertisers boost the chances of reaching all of us by putting ads in all those places.
The Benefits of Going Mixed Media
1. Casting a Wide Net
Imagine you’re an advertiser. You’ve got a product you think is awesome. You want the whole world to know about it. How do you make that happen? Easy! You fish where the fish are.
These days, people hang out in all kinds of places. They watch Netflix, scroll Instagram, listen to podcasts, and read blogs. By casting your “ad net” across different media, you scoop up much more fish— customers.
Example: Old Spice Brings Humor Everywhere
Old Spice makes body wash and deodorant for men. They used to be known as the brand for grandpas. Not anymore! They started a campaign with that hilarious guy saying, “Hello, ladies!” and “I’m on a horse!”
First, the ads were on TV. Then, they went viral on YouTube. Old Spice made funny tweets from the character. They put the guy’s face on signs in stores. They were suddenly everywhere, making people laugh. Sales went through the roof because they jumped into different media pools.
2. Laser-Targeting Your Audience
Okay, casting a wide net is great. But sometimes advertisers want to zoom in on exactly who they’re trying to reach. This is where mixing media gets powerful.
Different types of media attract different crowds. Skateboarding magazines pull in teens. Home improvement shows a draw in adults who own houses. Knitting websites gather grandmas. By picking the right combo of media, advertisers get super specific.
Example: Denny’s Diner Wins Over Millennials
Denny’s is a chain of diners. It’s not exactly where the cool kids used to hang out. Then, Denny’s decided to target millennials. They started posting snarky jokes on Twitter and Tumblr. The punchlines were all about Denny’s food.
At the same time, Denny’s ran ads on Hulu, a streaming app millennials love. They sponsored popular podcasts. The campaign worked because they picked media that their target audience adores. Denny’s is now the diner that “gets it.”
3. Delivering the Message from All Angles
Ads aren’t one-size-fits-all. Some messages work better in certain formats. A joke might land best in a tweet, a heartfelt story might shine in a YouTube video, or a special offer might grab attention in an email.
With a mixed media approach, advertisers tailor their message for each medium. They say the same thing in a bunch of different ways. Suddenly, their point is crystal clear. It’s like hearing a friend tell the same story five times. By the sixth, you’ve got it memorized.
Example: Always Empowers Girls Everywhere
Always sells pads and tampons. They wanted to make a big statement about empowering girls. First came a video called “Like a Girl.” It showed how “run like a girl” sounds insulting, but it shouldn’t be. The video took off on social media.
They have always printed the #LikeAGirl hashtag on their store packages, put up inspiring billboards, and made teaching guides for schools. The message was the same, but they adapted it for each medium. Girls everywhere got the uplifting vibe loud and clear.
Tying It All Together
So why go with mixed media? It’s all about being where your people are, surrounding them with a message that matters in words and ways that click.
Mixing media is like cooking. You need more than one ingredient to make the flavors pop. Sure, a carrot is healthy. But imagine a whole feast with veggies, meat, bread, and spices. Way more satisfying, right?
Advertisers want to satisfy our eyes, ears, and brains, filling us with ideas we can’t ignore. The best way is to serve up an array across all media. That’s the power of the mix.
