The WARC Podcast Staying effective in a 'lots of little' media market
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Mar 4, 2025 In this engaging discussion, Grace Kite, founder of Magic Numbers and expert in media effectiveness, teams up with Tom Roach, VP of Brand Strategy at Jellyfish. They tackle the challenges of a fragmented media landscape, exploring how brands can adapt their marketing strategies to maintain effectiveness. They delve into the importance of synergizing marketing efforts across various platforms and the intriguing notion of aggregated attention in advertising. Their insights highlight the critical balance between brand consistency and the personalized demands of audiences today.
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'Lots of Little' Framework Explained
- The 'lots of little' framework captures declining TV reach and the rise of many small media fragments.
- Synergies between many small media pieces can build a large, effective overall marketing impact.
Measure Ad Coherence
- Measure coherence between different ads across platforms to improve effectiveness.
- Value media coherence by integrating econometric models to enhance return on investment.
Aggregated Attention Insights
- Multiple short bursts of attention may build awareness better than a single long exposure.
- The effectiveness of many short ads defies traditional memory theories but delivers stronger brand uplift.