top of page
  • Writer's pictureThomas Mouquot

Navigating the Evolving Media Landscape


The integrated marketing model is a powerful concept that ensures cohesive communication and message alignment across various channels. As the media landscape undergoes rapid changes, with the emergence of new communication avenues, it is crucial to adapt marketing strategies to engage with connected consumers effectively. This essay explores the recent transformations in technology and media, the rise of the connected consumer model, and the advertiser's role in organizing communication strategies.

Disruption of the Media Landscape

The proliferation of connected devices, with an average of over 3 devices per consumer (Smart Insights, 2016), has revolutionized the way people consume media and interact. Smartphones and tablets have become integral parts of our lives, opening up new targeting opportunities for advertisers. However, the expanding number of media channels presents a challenge for brands to gain market share without a unified idea amplified across paid media. Advertisers are shifting from channel-centric integration to a more idea-centric approach for effective integration.

Towards a Connected Consumer Model

Consumers find themselves navigating multiple communication tools simultaneously, making it challenging to capture their attention. Media stacking, where 49% of UK adults multitask (Digitalintelligencetoday, 2013), and media meshing, with 25% interacting with TV content through other devices, exemplify this trend. Consumers now have greater control over the content they consume, seeking experiences and knowledge across various touchpoints. Brands must provide a positive experience, as ad avoidance tools and ad blockers have increased globally due to poor experiences. This has led to measurement irregularities in the advertising industry regarding cross-device and cross-channel tracking.

Role of Advertisers in Communication Strategy

In today's highly competitive landscape, brands must make a powerful impact on target audiences and markets. Technological advances have enabled better communication between consumers and provided advertisers with invaluable touchpoints. Advertisers play a critical role in influencing user behavior through integrated communication models. Digital transformation facilitates intelligent business activities, leveraging digital technologies strategically. Orchestrating data, media, creative, and technology allows tailored advertising at scale. Advertisers must adopt smart and engaging approaches to create a lasting impact on earned and shared media. Examples like M&C Saatchi's AI-generated outdoor campaign and TVTY's synchronization of digital and TV channels showcase the intelligent use of technology to enhance tailored experiences and drive positive earned media results.


The fragmented media landscape poses challenges in measuring campaign effectiveness. To overcome this, advertisers should adopt a holistic model that considers multiple factors influencing consumer behavior. Investing in data and insight tools, such as Wavemaker's Momentum, provides valuable information on touchpoints, purchase journeys, sociological variables, integrated marketing communication, and consumer behavior. Embracing the integrated marketing model and leveraging these insights will empower advertisers to plan more effective campaigns and navigate the evolving media landscape successfully.

3 views0 comments


bottom of page