The WARC Podcast Best of 2025: Staying effective in a 'lots of little' media market
Dec 30, 2025
In this insightful discussion, Dr. Grace Kite, founder of Magic Numbers and expert in marketing effectiveness, teams up with Tom Roach, VP of Brand Strategy at Jellyfish, to dissect the fragmented media landscape. They explore how ad spend is shifting from high-reach TV to numerous low-reach digital channels, emphasizing the need for coherent cross-channel strategies. Grace introduces the 'lots of little' concept to build big effects from small exposures, while Tom highlights the challenge of creating numerous platform-specific assets without losing brand consistency.
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Money Flows From Big Reach To Many Niches
- Media spend is shifting from high-reach channels like TV to many smaller digital channels and platforms.
- That creates a 'lots of little' media stack where many niche moments add up to overall impact.
Bundle Small Briefs Into Coherent Campaigns
- Treat groups of small fragments as a coherent collection and brief them to work consistently together.
- Combine paid and organic social, localization and adaptation to make the whole output coherent.
Big Effects From Many Small Placements
- 'Lots of little' means orchestrating many small, context-specific ad placements that together create large effects.
- Synergies between channels matter more than single-format dominance in this model.