What is media mix? Explanation of its differences from cross-media, successful case studies, and effectiveness measurement.
Media mix is an advertising strategy that combines multiple advertising media, such as TV commercials, web ads, OOH (out-of-home advertising), newspapers, and magazines, almost simultaneously, aiming for synergistic effects in increasing brand awareness and promoting purchases. Its greatest feature is that it reaches diverse user segments that cannot be reached by a single media, while each media complements the weaknesses of the others.
This article explains everything from the basics of media mix to the differences between media mix and cross-media, five successful case studies including Panasonic and Unicharm, four key points to avoid failure, and overall optimization using MMM (Marketing Mix Modeling).
table of contents
- What is media mix?
- The difference between media mix and cross media
- Why media mix is essential for advertising
- Three disadvantages and points to note about media mix
- Five successful examples of media mix
- Four points to ensure success with media mix
- What XICA can do with media mix
- Frequently Asked Questions about Media Mix
- In conclusion
What is media mix?
What is a media mix?An advertising method that aims to achieve synergistic effects such as increasing awareness and promoting purchases by maximizing the strengths of multiple media and running advertisements at roughly the same time in a combination that compensates for their weaknesses.You read it right!
Modern media mix can be divided into two categories: media mix that incorporates a complex combination of online and offline advertising strategies, and media mix in the entertainment field.
Media mix strategy for online and offline advertising
In the media mix strategy for online and offline advertising,Utilizing multiple advertising media to simultaneously develop marketing strategiesI will continue.
Main advertising media
- TV commercial
- Radio CM
- Newspapers and magazines
- OOH (Out-of-Home Advertising)
- Listing advertisement
- Display advertising
- Did you get any response from the SNS AD?
- YouTube Ads
By placing advertisements in these multiple media,Approach different user groups and avoid missing out on anyIt looks like
Entertainment Media Mix Strategy
Media mix strategies in entertainment areA marketing strategy that aims to increase awareness and sales by increasing contact with users through multiple channels such as manga, movies, goods, and games..
Pokemon is probably the most representative brand in Japan's media mix strategy.
Starting with the release of "Pocket Monsters Red and Green" in 1996, a manga series and card game were released in the same year, and an anime series began broadcasting the following year, with merchandise being sold in large quantities. It is said that the economic effect generated by Pokemon is as much as 10 trillion yen (*1), making it a rare example of a successful media mix strategy in the world.
In recent years, media mix strategies have become a norm in the entertainment industry.
(*1) Source: Why Marvel movies are dominating the world and Gundam never goes out of style. An eye-opening discussion on the evolving IP and character economics in Japan and the US [CEDEC2021] | Famitsu.com, the latest information on games and entertainment |https://www.famitsu.com/news/202108/27231850.html
Furthermore, XICA believes that the long-term increase in brand value that results from continuous advertising across multiple media outlets is what XICA aims to achieve."Brand accumulation effect"This is how it is defined. This effect cannot be measured with short-term indicators and requires time-series analysis using MMM. Please refer to the Suntory case study below for details.
The difference between media mix and cross media
A marketing strategy similar to the media mix is called "cross media."
The difference between media mix and cross media
| Comparison axis | Media mix(MM) | Cross-media (CM) | Suitable cases |
|---|---|---|---|
| target | Approach different user groups and avoid missing out | Appeal to a consistent target across all marketing initiatives | - Prioritizing reach expansion → MM - Prioritizing in-depth purchase consideration → CM |
| Creative | Same creative across multiple media | Value the linkages between creatives (e.g., Continue reading on the web) | - We want to reduce production costs → MM - We want to design a phased approach to appeal to our audience → TV commercial |
| Information connection | Not aware of the connection of information | An image of creating one advertisement across multiple media, with awareness of information connections | • Independent awareness campaign → MM - "Continue reading on the web" type of invitation → Commercial |
| Roles of each media | No separate roles for each media | Different media have different roles | ・Simultaneous multilateral development → MM • Designing for each stage of the funnel → CM |
| Effect measurement | It's important to measure across all your marketing efforts | It's important to measure across all your marketing efforts | Integrative methods such as MMM are effective for both. |
As mentioned above, media mix and cross media are similar yet fundamentally different marketing strategies.
The only thing the two marketing strategies have in common isIt is important to measure the effectiveness of all marketing initiatives
This will be explained later in the section titled "What XICA can do through media mix."
Should you choose media mix or cross-media?
Media mix is suitable when prioritizing expanding reach to diverse user segments and raising brand awareness. Cross-media, on the other hand, is effective when you want to deepen purchase consideration among specific targets and design a conversion path. In practice, both strategies are often combined, and it is important to design the strategy according to the objectives, budget, and customer journey.
Why media mix is essential for advertising
There are three main reasons why media mix is essential in advertising.
- To capture diverse lifestyles
- To increase the number of exposures to advertisements
- To compensate for the weaknesses of each media
I'll explain each one.
1. To capture diverse lifestyles
In the past, it was possible to reach most user groups by running TV commercials or newspaper/magazine ads, but things have now changed dramatically.
We live in an age where people enjoy not only TV programs but also YouTube videos. The SNS used varies depending on age, gender, and values.
In order to capture these diverse lifestyles, advertising must reach a wide range of users through a media mix.
2. To increase the number of times you are exposed to advertisements
In order to maximize the effectiveness of advertising, it is essential to take measures that utilize the Zeigarnik effect (mere exposure effect). Various papers have been published on the Zeigarnik effect, and its effectiveness has been proven.
Simply put, the more times a user comes into contact with an ad, the more effective the ad will be.
By advertising across multiple media using a media mix, you can increase the number of times you come into contact with users and aim for the Zeigarnik effect.
Of course, in modern marketing strategies, it is also important to be aware of the customer journey and deliver the right advertisements at the right time.
3. To compensate for the weaknesses of each medium
Each medium has its weaknesses.
For example, while television commercials are effective for increasing awareness and branding, they are not suitable for encouraging concrete consideration of purchasing a product or service.
In order to make up for the weaknesses of television commercials, measures to encourage purchases, such as directing viewers to online media, are necessary.
With a media mix, the advertisements published (broadcast) in each medium are the same, but the depth of information is changed to compensate for the weaknesses of each medium.
Three disadvantages and points to note about media mix
Media mix is an effective advertising strategy, but it's crucial to understand its drawbacks before implementing it. Successful examples often involve designing strategies that overcome these challenges.
1. Advertising costs will increase.
Since advertising is placed on multiple media simultaneously, costs increase compared to focusing on a single medium. If you run TV commercials, radio ads, and web ads at the same time, production costs and advertising costs will be incurred for each.
However, in some cases, an improvement in reach can relatively lower the reach cost per user. In the JR East "JR SKISKI Campaign," which will be discussed later, both reach rate and reach cost were significantly improved as a result of expanding the scope of the media mix. It is important to evaluate the increase in cost and the improvement in reach efficiency using the overall ROAS.
2. It is difficult to measure the effects of each medium separately.
In media mix strategies, multiple measures operate simultaneously, making it difficult to separate "how much each medium contributed to sales" using only standard click tracking, conversion rate (CVR), and cost per acquisition (CPA).
Of particular concern is last-click tracking, which only evaluates the contact immediately preceding the final conversion. This method obscures the indirect effects of TV commercials and upstream initiatives that played a role in raising awareness and generating interest. As a result, budgets tend to be concentrated on "directly measurable initiatives," leading to decision-making errors where investments in truly important initiatives are cut.
3. Operation and management become more complex.
When multiple agencies and media representatives are involved, it becomes difficult to ensure creative consistency and coordinate the timing of different initiatives. If KPIs are scattered across different media outlets, and representatives prioritize optimizing their own media outlets, the overall effectiveness of the media mix will be diminished.
For a media mix to function effectively, it is necessary to appoint a person in charge who can oversee all initiatives and to have a system in place for evaluation and decision-making from the perspective of overall optimization.
Five successful examples of media mix
Here are five examples of successful media mix initiatives. One of them won the Media Mix category of the Fujisankei Group Advertising Awards, so be sure to check them out.
1. Nanoe X Technology / Panasonic
This is an example of a project that won the Excellence Award in the Media Mix category at the 51st Fujisankei Group Advertising Awards.
Panasonic's nanoe X technology is an advanced technology that is used in many Panasonic home appliances, including air conditioners, air purifiers, refrigerators, and washing machines.
The company isWe will disseminate a wide range of creative content related to nanoe-X technology through TV commercials, radio commercials, magazine ads, newspaper ads, as well as online and social media.doing.
High consistency in advertising across mediaThe message of "creating clean, clear air" creates a strong branding effect.Here is an example.
2. Eat-It-Puri! Grand Prix! / Marugame Seimen
Marugame Seimen's "Tasty Puri! Grand Prix!", held in 2021, is a unique example of media mix.
As part of an audition project open to the general public, we solicited videos of people eating Marugame Seimen's freshly made udon noodles with gusto over a period of about five weeks.
The grand prize winner received the right to appear in commercials and dramas, and the high level of buzz caused a huge boom at the time.
In addition to web media, SNS, and TV commercials, "media mix examples involving general consumers"It is useful as a reference.
If you are interested in the overall optimization of your marketing investments, you can watch a free on-demand seminar here featuring Mr. Nagumo, Director and Head of Marketing at Marugame Seimen Co., Ltd.
▶ ︎ Overall optimization that marketing organizations should consider: Marketing investments based on ROI
3. Super Comfortable Mask / Unicharm
Unicharm, which boasts the top share of the domestic market for sanitary products and disposable diapers, implemented a media mix as a marketing strategy for its product, the "Super Comfortable Mask."
The main media used were television commercials and YouTube ads.
After setting a clear target of "women aged 25 to 44 who work in companies, etc.",Different measures are implemented for each of three defined periods: teaser period, TV commercial period, and reminder period after the TV commercial ends.doing.
YouTube ads are now available in vertical as well as horizontal formats.Using different approaches to appeal to customers within the same mediadoing.
as a result,The reach rate was 12.34% higher than with a TV commercial alone. Furthermore, Unicharm's mask market share hit a 10-year high.
4. Boss / Suntory
This is an example of a project that won the Grand Prix in the Media Mix category at the 51st Fujisankei Group Advertising Awards.
The winner was BOSS canned coffee, a best-selling product that has been loved for over 1992 years since its release in 30.
He is famous for the Boss TV commercial "Alien Jones" series, which features Hollywood actor Tommy Lee Jones and many other Japanese actors. By the way, 2023 marks the 17th year of the series.
The boss of Suntory isAs times change, we are proactively incorporating a media mix, including websites and social media.Is the feature.
In addition, By incorporating various media, such as the movie "GODZILLA vs KONG" and tie-ups with the Drifters, they are creating a powerful brand accumulation effect.
However, the theme of "a companion for working people" has remained unchanged since its release.
💡 XICA's definition of "brand accumulation effect"
Brand accumulation effectThis refers to the long-term increase in brand value that results from continuous advertising exposure across multiple media over time. This concept was systematized by XICA through its own analytical practice.
This effect is not reflected in short-term conversion metrics (CPA and ROAS). However, just as Suntory's "BOSS" brand has maintained and grown for over 30 years, the awareness, favorability, and trust formed through the "accumulation" of advertising become a sustainable competitive advantage that cannot be replaced by one-off measures.
At XICA, we use MMM (Multi-Marketing Modeling) time-series analysis to quantitatively visualize the brand accumulation effect and provide budget allocation simulations that integrate short-term ROAS (Return on Advertising Spend) and long-term brand value.
5. JR SKISKI Campaign / JR East
JR East's "JR SKISKI Campaign," which has been running since 1991, is a marketing initiative aimed at stimulating demand for skiing among young people.
Traditionally, we have focused on a media mix centered on television commercials and OOH (outdoor advertising), but in recent years we have also been making use of YouTube advertising.
By expanding the scope of the media mix, both reach rate and reach cost improved by over 80%It was done.
It is true that media mix will increase advertising costs. However,In many cases, improving reach rate results in a relative reduction in reach costs.
Four points to ensure success with media mix
Based on the media mix examples introduced in the previous chapter, we will explain four points to ensure success.
1. Don’t just look at CPA (cost per acquisition)
CPA is the ratio of the total cost of advertising to the total costHow much did you earn per user?This is an effectiveness measurement indicator that represents the following:
When implementing a media mix, you should not judge ROAS (return on advertising spend) solely on CPA, because it is impossible to measure the effectiveness of a media mix solely on CPA.
Due to the nature of media mix, which utilizes multiple media, users are exposed to a variety of creatives. Therefore, it is not possible to make a blanket statement that "Ad A contributed to conversions."
In order to properly evaluate a media mix, it is necessary to use effectiveness measurement indicators tailored to each online and offline advertising.It is important to judge measures and results in an integrated manner, rather than looking at them one-to-one..
Regarding the metrics used to measure the effectiveness of advertising,What is advertising effectiveness measurement? Indicators for each medium and how to use eachThis is explained in detail in "[...]".
2. Use different media depending on their characteristics
Each media has different characteristics. Understanding these characteristics and using them appropriately is one of the keys to ensuring a successful media mix.
Media characteristics
| off-line | TV set | Although contact time is limited, it is possible to increase the number of contacts. Making an impression through high-impact creatives is also effective. |
| radio | Since each program has a clearly defined listener base, relatively precise targeting is possible even with offline advertising. | |
| News (Chinese) | The number of contacts is low, but the contact time is long. It is effective when you want to appeal the appeal of your products and services mainly through text. | |
| magazine | Since each magazine has a clearly defined readership, it allows for relatively precise targeting, even among offline advertising. The contact time is also long. | |
| outdoor advertising | Although contact time is limited, a major advantage is that advertisements can be placed along the consumer's daily movements, greatly increasing the number of contacts. | |
| DM | Effective for marketing strategies that limit the trade area. | |
| study anytime, | Various advertisements | Highly accurate targeting is possible based on user attribute information and behavioral data. Effectiveness can also be easily measured. |
| WEB SITE | Information can be disseminated through company websites and blogs. Potential customers acquired through blog marketing tend to have a higher probability of closing a deal. | |
| Press site | You can easily send out press releases and communicate with media organizations. If your business is picked up by the media, you can expect a high advertising effect. | |
| News site | Basically, it is impossible to control. If it is featured in the media, it can be expected to have a high advertising effect. | |
| Review site | Basically, it is impossible to control. However, implementing measures to encourage word-of-mouth from users may contribute to increasing awareness and branding. | |
| Social Media | Based on user attribute information and behavioral data, highly accurate targeting is possible. In addition to placing advertisements, you can also expect a branding effect by continuing to disseminate information from official accounts. |
In the future, we can expect to see an increase in media that utilizes technologies such as the metaverse, VR (virtual reality), and AR (augmented reality).
Considering the marketing objectives, target demographic, product/service characteristics, and media characteristics,A media mix strategy that leverages strengths and compensates for weaknessesIs important.
3. Maintain consistency across media
When implementing a media mix, it is important to maintain consistency across each medium.
Media mix is,"Marketing measures that create a continuous customer experience"Therefore,If consistency cannot be maintained across media, the customer experience will be disrupted and advertising effectiveness will decrease dramatically.In the worst case scenario, the advertising effect may be less than if you were to run a single ad.
The media mix example introduced in the previous chapter is a good example of maintaining consistency across media, so be sure to use it as a reference.
4. Consider appropriate budget allocation
What is important in a media mix is"Overall optimization" rather than individual optimization.
When measuring effectiveness, we tend to evaluate the ads that contributed to the final conversion.If indirect effects are ignored, it will be impossible to measure the effect correctly.
A common failure in media mix is to focus investment on the ads that contributed to the final conversion, resulting in a decrease in advertising effectiveness. In order to solve this problem, overall optimization of marketing is essential.
In other wordsIt is important to comprehensively measure the effectiveness of all measures used in the media mix, not just the ads that contributed to the final conversion, and to appropriately evaluate each one..
By focusing on the overall optimization of marketing, for the first timeAppropriate budget allocationYou will be able to think about this.
Detailed article on media mix and budget optimization↓
What XICA can do with media mix
Media mix is also the foundation of the services we provide at XICA. Finally, let me introduce XICA's approach to media mix.
Visualization of offline advertising effectiveness
Measuring the effectiveness of offline advertising, such as television commercials, radio commercials, and newspaper/magazine ads, has long been said to be "difficult."
In reality, there are still many areas that have not been digitized, and it is often the case that effectiveness cannot be adequately measured.
Meanwhile, XICA uses a method called MMM (Marketing Mix Modeling) toEnabling measurement of offline advertising effectivenessdoing.
This article provides a detailed explanation of MMM.Therefore, please refer to it in conjunction with this article.
Visualization of relationships and compatibility between measures
In the media mix,"Visualization of the relationships and compatibility between measures"is very important.
For example, we often see the strategy of "continue reading on the web" in TV commercials."Are we really creating synergy?"This is an element that is often overlooked, but if you cannot visualize it, it will be impossible to optimize the entire media mix or allocate the budget appropriately.
Part of XICA's efforts also involves utilizing data science to "visualize the relationships and compatibility between measures."
If you are looking for a method to measure advertising effectiveness that takes into account the indirect effects and residual effects between advertisements, you can download the analysis case study of an online insurance company here.
▶ ︎ Which should you increase your budget for, TV commercials or SNS ads? - The key is to analyze the effects, including indirect and residual effects - Online insurance companies
Optimal advertising budget allocation to maximize sales
The optimal allocation of advertising budgets comes from optimizing the entire media mix. In other words,The entire media mix and the effectiveness of each individual advertisement must be properly measured and evaluated.
At XICA, we accurately measure and evaluate the overall effectiveness of our campaigns and individual advertising efforts through total optimization of the media mix, and visualize the next budget allocation and expected effects.
It is possible to analyze the budget required to achieve media mix outcome goals, or to perform an optimal budget allocation simulation to maximize results within a set budget.
Realizing data-driven marketing for clients with an awareness of media mix
XICA is a professional partner that helps clients realize data-driven marketing and support sustainable business growth, using a wide range of statistical knowledge and data science techniques, including MMM, which enables integrated effectiveness measurement as described above.
For clients who are implementing marketing strategies that take media mix into consideration, we identify issues, design projects, and structure critical paths. Furthermore, we provide a one-stop service that includes extracting and verifying necessary data, implementing MMM, and formulating and operating strategies.
We will accompany our clients to maximize the results of their media mix strategies and grow their business, providing total support for their marketing initiatives.
Frequently Asked Questions about Media Mix
What is the difference between media mix and cross-media?
Media mix involves simultaneously running the same advertisement across multiple media outlets to expand reach to a wider audience. Cross-media aims to encourage purchasing behavior by directing users who have seen an advertisement on one media outlet to another (e.g., "See more on the web"). The biggest difference is whether or not there is a design to "move" users between media outlets.
How do you measure the effectiveness of a media mix?
While online advertising can be measured by clicks, conversion rates (CVR), and cost per acquisition (CPA), the contribution of offline measures such as TV commercials and newspaper ads to sales cannot be captured by conventional metrics. By utilizing MMM (Marketing Mix Modeling), the contribution of all measures, including online and offline, can be analyzed in an integrated manner, enabling accurate effectiveness measurement and optimization of budget allocation for future campaigns.
What are the disadvantages of media mix strategies?
There are three main disadvantages: ① Advertising costs increase due to simultaneous placement on multiple media outlets; ② It is difficult to measure the contribution of each media outlet separately using a single metric such as CPA; and ③ The involvement of multiple agencies and media representatives increases the complexity of ensuring creative consistency and operational management. To address these issues, it is effective to design budget allocation from an overall optimization perspective and introduce integrated effectiveness measurement using tools such as MMM.
Is there an estimate of the costs involved in a media mix project?
Costs vary greatly depending on the type and scale of media chosen, making it difficult to provide a general guideline. The key is to allocate your budget based on the overall ROAS (Return on Advertising Spend), rather than the cost of individual media. It is recommended to first clearly define your target brand awareness and sales goals, and then use MMM (Market Management Model) simulations to calculate the optimal allocation for each media channel.
In conclusion
Media mix is a marketing strategy that matches modern society, but it can also be difficult to implement.
SuchWhat successful media mix cases have in common is "total optimization".
Rather than evaluating each ad individually or evaluating which ads contributed to the final conversion, you need to measure and evaluate the effectiveness of your marketing efforts as a whole.
Don't forget that in order to achieve a successful media mix through "total optimization," it is necessary to properly measure the effectiveness of the media mix at the same time as implementing it.
<Reference materials>
Fujisankei Group Advertising Awards Media Mix Category Excellence Award | Panasonic
Eat-it-all! Grand Prix! | Marugame Seimen
Visualizing cross-media reach across TV and YouTube | Think with Google
Fujisankei Group Advertising Awards Media Mix Category Grand Prize | Suntory
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