Brands urged to adopt multi-platform media strategies for ROI

Circana's latest Future of Media report outlines the necessity for brands to embrace multi-platform strategies as media consumption becomes increasingly fragmented across digital and traditional channels.

The report, which explores evolving consumer habits and the impact of advancing technology, finds that consumers are now moving between streaming services, gaming, live shopping, social media, and conventional media with ease. This shift presents both challenges and opportunities for brands seeking to engage target audiences and convert that engagement into measurable outcomes.

Fragmented attention

According to Circana, the current media landscape requires a new approach to advertising and marketing, as consumers' attention is divided across a growing number of platforms. The report identifies that traditional channels such as point-of-sale (POS) and out-of-home advertising still hold significant value, but their effectiveness is maximised when combined with digital, social, and emerging platforms.

Brands that successfully integrate these outlets are better positioned to build trust, foster engagement, and ultimately drive sales. Alistair Leathwood, Head of Media Analytics and Insights at Circana, said:

"Advertising's future isn't about choosing one channel over another - it's about creating the right mix across platforms to meet people where they are to deliver quality content interactions. Multi-platform strategies allow brands to combine relevance, reach and personalisation, ensuring campaigns resonate in the moments that matter.

Leathwood continued,

"With streaming, gaming, and social commerce all vying for attention, brands must take an orchestrated approach to deliver consistent and connected experiences. This is how they will stand out; build stronger relationships and deliver return on investment."

Rise of ad-supported and interactive formats

The report highlights the increasing role of ad-supported models, which are regarded as key to overcoming challenges faced by publishers when demonstrating cross-platform ad effectiveness and delivering measurable results. Integrating advertising across a mix of channels provides brands with better opportunities to measure ROI and adapt to consumer preferences in real time.

Interactive and hybrid sales models, such as livestream shopping events and advertising within gaming environments, are noted as fast-growing fields. Circana draws attention to a recent IAB study, which found that 86% of advertisers consider gaming to be increasing in importance and 85% express confidence in their ability to measure advertising impact within gaming platforms.

Measurement and privacy challenges

While multi-platform strategies enable greater reach and personalisation, the report also acknowledges persistent challenges around measurement accuracy. As expectations for ad performance increase and privacy requirements tighten, brands must adapt their analytics and targeting approaches, relying more heavily on data-driven insights to prove the effectiveness of their campaigns.

Data-driven integration

The overarching message from the Future of Media report is that brands willing to invest in integrated, data-led strategies are best placed to navigate ongoing disruption in the media space, respond quickly to shifting consumer behaviour, and accelerate demand in a crowded market.

The report serves as a resource for businesses looking to refine their media approaches and remain competitive as both technology and consumer expectations evolve.