Encounters Not Channels

Encounters Not Channels. To create effective 360 media campaigns, brands need to focus on the encounter, or how they want consumers to feel at various points across the media ecosystem, instead of thinking by channel and medium. Thinking by media encounter creates a more holistic and seamless media experience for the customer, delivering more efficient media plans and more potent saliency. This approach also allows brands to use channels and formats that their competitors aren't using, delivering a more salient brand experience.