What is cross-platform advertising?

Donnette Brown-Noel

A-level Media studies

Fay 



Continuously, throughout this essay, I will explore the meaning of cross-platform advertising in the media and how popular name brands use this to gain a wider audience and gain more profit. I will be referring to brands who have recently done this and how they've profited from it.

The meaning of Cross-platform advertising is spanning your advertising on multiple media platforms such as TV, Billboards, Websites, Social media and other E-medias. Cross-Platforming is used for brands to expand their business' and to gain more recognition to their target audience, this is ultimately to gain more profit margin. Many high-end brands use cross-media advertising to inform their target audience about upcoming products and to expand their target audience. For example, the sports brand, Nike, uses cross-platform advertising to reach their target audience - who are consumers between the ages of 15-40 years old. The sports brand reaches their demographic audience by advertising on platforms that are used by their target audiences such as YouTube, Instagram and TV. This gains the brand more recognition and sells their latest product quicker. Recently, Nike did a campaign advert named " Nothing beats a Londoner" celebrating the success of sports, the youth and the music in the city by using star vehicles and a range of  Nike ambassadors from London to support the campaign. Nike did this strategically as London is a city of urban culture which reflects Nike's brand image and products, the success of the campaign is that the advert was viewed on Youtube over 2.1 million times a day after it came out. I personally saw the advert being promoted by celebrities, youtube, cinema, billboards and was trending on Twitter.

In conclusion, I think cross-platform advertising is a good way for business' to reach a wider range of consumers and to promote their brand and it also gives platforms that they're advertising on advertising revenue to continue to survive the entertainment industry, for example, channel 4 and ITV both use adverts to gain its income as viewers don't pay for the services.

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