The WARC Podcast
Staying effective in a 'lots of little' media market
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.
41:46
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Quick takeaways
- Marketers must adapt to audience fragmentation by embracing the 'Lots of Little' framework for effective brand recognition through diverse advertising placements.
- To navigate the demand for high-volume content across platforms, brands need to balance consistency with the creation of tailored, platform-specific creative assets.
Deep dives
Understanding Fragmentation in Media
Marketers are increasingly challenged by a fragmenting media landscape, where 44% of them cited audience fragmentation as a significant concern moving forward. This fragmentation arises from consumer preferences shifting toward niche and user-generated content, as evidenced by data showing nearly half of ad spend now focuses on platforms like social media and YouTube. As technology advances, barriers to content creation have diminished, allowing individuals to pursue specialized interests while marketers grapple with how to adapt their strategies in this evolving environment. The rise of numerous platforms—especially video-centric ones—has provided brands with diverse opportunities for both sales and brand-building efforts.
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