Encounters Not Channels

In today's media landscape, traditional channel silos are becoming irrelevant, and consumers don't distinguish between touchpoints in the same way that brands do. To create effective 360 media campaigns, brands need to think beyond channels and mediums and instead focus on the encounter, or how they want consumers to feel at various points across the media ecosystem. By thinking by media encounter, brands can create a more holistic and seamless media experience for the customer, while also delivering more efficient media plans and more potent saliency.

Thinking by media encounter also allows brands to use channels and formats that their competitors aren't using, delivering a more salient brand experience. Brands can use channels at unexplored points in the consumer journey and build creative assets by media encounter rather than by channel, delivering greater media and messaging consistency for the consumer. Brands can ask for media plans by encounter rather than channel and report reach and frequency across encounter, delivering more effective plans.

Overall, the key to success in today's media landscape is to be open to using channels in unconventional ways and to focus on creating a unified media experience that aligns with the encounter. By doing so, brands can deliver more effective campaigns, better engage with their customers, and gain a competitive advantage in the market..