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.
This trend originates from the report:
Wavemaker UK - Growth Trends 2034
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..