Abstract
The increasing flexibility to choose between media devices, the growing availability of multiple digital platforms, as well as different converged devices and services are just some of the most prevalent examples reflecting current changes in the media industry. At the same time, these changes are not without implications for consumers. Media multitasking or the use of multiple screens at the same time is one characteristic of today’s media consumers. Against this background, we want to discuss the advantages and opportunities for marketers when using multiple media in their marketing efforts—following the concept of cross-media advertising. A report on the concept’s major benefits and underlying theoretical mechanisms forms an integral part of this chapter. To this end, we present research exploring the topic of cross-media advertising’s effectiveness and derive some concrete recommendations for marketers when it comes to choosing the most appropriate channel combinations. Promising directions for future research efforts conclude our chapter.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Albarran, A. (2011). The media and the communication industries: A 21st century perspective. ComHumanitas: Revista Científica De Comunicación, 1(1), 59–68.
Beard, F. (1997). IMC use and client-ad agency relationships. Journal of Marketing Communications, 3(4), 217–230. https://doi.org/10.1080/135272697345907
Bharadwaj, N., Ballings, M., & Naik, P. A. (2020). Cross-media consumption: Insights from super bowl advertising. Journal of Interactive Marketing, 50, 17–31.
Brüggemann, M. (2002). The missing link: crossmediale Vernetzung von print und online; Fallstudien führender Print-Medien in Deutschland und den USA. Reinhard Fischer Verlag.
Burnkrant, R. E., & Unnava, H. R. (1987). Effects of variation in message execution on the learning of repeated brand information. In M. Wallendorf & P. Anderson (Eds.), NA – Advances in consumer research (Vol. 14, pp. 173–176). Association for Consumer Research.
Chakaveh, S., & Bogen, M. (2007). Media convergence, an introduction. In J. A. Jacko (Ed.), Human-computer interaction. HCI intelligent multimodal interaction environments. HCI 2007 (Lecture notes in computer science) (Vol. 4552, pp. 811–814). Springer.
Chang, Y., & Thorson, E. (2004). Television and web advertising synergies. Journal of Advertising, 33(2), 75–84. https://doi.org/10.1080/00913367.2004.10639161
Chen, S., & Lamberti, L. (2016). Multichannel marketing: The operational construct and firms’ motivation to adopt. Journal of Strategic Marketing, 24(7), 594–616. https://doi.org/10.1080/0965254X.2016.1148759
Cronin, J. (2016). Teach students to communicate a brand story with transmedia storytelling. Journal of Research and Interactive Marketing, 10(2), 86–101. https://doi.org/10.1108/JRIM-01-2015-0004
Daft, R. L., Lengel, R. H., & Trevino, L. K. (1987). Message equivocality, media selection, and manager performance: Implications for information systems. MIS Quaterly, 11(3), 355–366.
Danaher, P. J., & Dagger, T. S. (2013). Comparing the relative effectiveness of advertising channels: A case study of a multimedia blitz campaign. Journal of Marketing Research, 50(4), 517–534.
Dens, N., De Pelsmacker, P., Goos, P., Aleksandrovs, L., & Martens, D. (2018). How consumers’ media usage creates synergy in advertising campaigns. International Journal of Market Research, 60(3), 268–287. https://doi.org/10.1177/1470785317751333
Dholakai, U. M., Kahn, B. E., Reeves, R., Rindfleisch, A., Stewart, D., & Taylor, E. (2010). Consumer behavior in a multichannel, multimedia retailing environment. Journal of Interactive Marketing, 24(2), 86–95.
Diehl, S., & Karmasin, M. (2013a). Introduction. In S. Diehl & M. Karmasin (Eds.), Media and convergence management (pp. 1–5). Springer.
Diehl, S., & Karmasin, M. (Eds.). (2013b). Media and convergence management. Springer.
Dong, X., Chang, Y., & Fan, X. (2017). Effects of the characteristics of online multimedia synergy on consumers’ message acceptance and message response. Online Information Review, 41(5), 710–727. https://doi.org/10.1108/OIR-11-2016-0328
Dong, X., Chang, Y., Liang, S., & Fan, X. (2018). How online media synergy influences consumers’ purchase intention: A perspective from broadcast and interactive media. Internet Research, 28(4), 946–964. https://doi.org/10.1108/IntR-08-2017-0298
Dorie, A., & Loranger, D. (2020). The multi-generation. Generational differences in channel activity. International Journal of Retail & Distribution Management, 48(4), 395–416. https://doi.org/10.1108/IJRDM-06-2019-0196
Draganska, M., Hartmann, W. R., & Stanglein, G. (2014). Internet versus television advertising: A brand-building comparison. Journal of Marketing Research, 51(5), 578–590.
Du, R. Y., Xu, L., & Wilbur, K. C. (2019). Immediate responses of online brand search and price search to TV Ads. Journal of Marketing, 83(4), 81–100. https://doi.org/10.1177/0022242919847192
Edell, J. A., & Keller, K. L. (1989). The information processing of coordinated media campaigns. Journal of Marketing Research, 26(2), 149–163. https://doi.org/10.2307/3172602
Facebook. (2017). Insights export. Facebook. Retrieved July 19, 2017, from https://www.facebook.com/help/285625061456389?helpref=uf_permalink
Forschungsdienst, A. R. D. (2012). Wirkung crossmedialer Werbekommunikation. Media Perspektiven, 11, 604–609.
Frambach, R. T., Roest, H. C. A., & Krishnan, T. V. (2007). The impact of consumer Internet experience on channel preference and usage intentions across the different stages of the buying process. Journal of Interactive Marketing, 21(1), 26–41. https://doi.org/10.1002/dir.20079
Garaus, M. (2019). The influence of media multitasking on advertising effectiveness. AMS Review. https://doi.org/10.1007/s13162-019-00155-7
Garaus, M., Wagner, U., & Bäck, A.-M. (2017). The effect of media multitasking on advertising message effectiveness. Psychology & Marketing, 34(2), 138–156. https://doi.org/10.1002/mar.20980
Geiger, I., & Kleinaltenkamp, M. (2015). Instruments of business relationship management. In M. Kleinaltenkamp, W. Plinke, & I. Geiger (Eds.), Business relationship management and marketing. Mastering business markets (pp. 195–243). Springer.
Goos, P., Dens, N., De Pelsmacker, P., & Aleksandrovs, L. (2019). Using mixture-amount modeling to optimize the advertising media mix and quantify cross-media synergy for specific target groups. Applied Stochastic Models in Business and Industry, 35(5), 1228–1252. https://doi.org/10.1002/asmb.2470
Granitz, N., & Forman, H. (2015). Building self-brand connections: Exploring brand stories through a transmedia perspective. Journal of Brand Management, 22, 38–59.
Haile, T. T., & Kang, M. (2020). Mobile augmented reality in electronic commerce: Investigating user perception and purchase intent amongst educated young adults. Sustainability, 12(21), 9185. https://doi.org/10.3390/su12219185
Harkins, S. G., & Petty, R. E. (1981). Effects of source magnification of cognitive effect on attitudes: An information-processing view. Journal of Personality and Social Psychology, 40(3), 401–413.
Harkins, S. G., & Petty, R. E. (1987). Information utility and the multiple source effect. Journal of Personality and Social Psychology, 52(2), 260–268.
Hass, B. H. (2006). Content management – Inhalte für Neue Medien strategisch nutzen. In C. Scholz (Ed.), Handbuch Medienmanagement (pp. 375–391). Springer.
Hoeck, L., & Spann, M. (2020). An experimental analysis of the effectiveness of multi-screen advertising. Journal of Interactive Marketing, 50, 81–99.
Howard, J. (2014). Does marketing really own the customer experience? Crownpeak. Retrieved from https://www.crownpeak.com/blog/customer-experiences/20141106-does-marketing-really-own-the-customer-experience
Huang, G. (2016). Moderating role of brand familiarity in cross-media effects: An information processing perspective. Journal of Promotion Management, 22(5), 665–683.
Huang, G. (2020). Platform variation and content variation on social media: A dual-route model of cognitive and experiential effects. Journal of Promotion Management, 26(3), 396–433. https://doi.org/10.1080/10496491.2019.1699633
IAB. (2017). Cross-media ad effectiveness study. IAB. Retrieved from https://www.iab.com/wp-content/uploads/2017/01/IAB-Cross-Media-Ad-Effectiveness-Study-Jan-11-2017.pdf
Jenkins, H. (2011). Transmedia 202: Further reflections. Henryjenkins. Retrieved from http://henryjenkins.org/2011/08/defining_transmedia_further_re.html
Kono, S. (2009). From the marketers’ perspective: The interactive media situation in Japan. In D. Gerbarg (Ed.), Television goes digital (pp. 57–59). Springer.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2009). Marketing management. Pearson Education.
Langner, T., Brune, P., & Fischer, A. (2013). Managing brands in a converging media environment. In S. Diehl & M. Karmasin (Eds.), Media and convergence management (pp. 135–160). Springer.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lim, J. S., Ri, S. Y., Egan, B. D., & Biocca, F. A. (2015). The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV. Computers in Human Behavior, 48, 463–472.
Lobschat, L., Osinga, E. C., & Reinartz, W. J. (2017). What happens online stays online? Segment-specific online and offline effects of banner advertisements. Journal of Marketing Research, 54(6), 901–913. https://doi.org/10.1509/jmr.14.0625
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37–46. https://doi.org/10.1080/00913367.2014.934938
Mattila, A. S., & Wirtz, J. (2004). Consumer complaining to firms: The determinants of channel choice. Journal of Services Marketing, 18(2), 147–155.
Mulhern, F. (2009). Integrated marketing communications: From media channels to digital connectivity. Journal of Marketing Communications, 15(2–3), 85–101. https://doi.org/10.1080/13527260902757506
Naik, P. A., & Raman, K. (2003). Understanding the impact of synergy in multimedia communications. Journal of Marketing Research, 40(4), 375–388.
Nielsen. (2013). Action figures: How second screens are transforming TV viewing. Nielsen. Retrieved from https://www.nielsen.com/us/en/insights/article/2013/action-figures-how-second-screens-are-transforming-tv-viewing/
Osinga, E. C., Zevenbergen, M., & van Zuijlen, M. W. G. (2019). Do mobile banner ads increase sales? Yes, in the offline channel. International Journal of Research in Marketing, 36(3), 439–453.
Russo, V., Valesi, R., Gallo, A., Laureanti, R., & Zito, M. (2020). “The theatre of the mind”: The effect of radio exposure on TV advertising. Social Sciences, 9(7), 123.
Sangalang, A., Quintero Johnson, J. M., & Ciancio, K. E. (2013). Exploring audience involvement with an interactive narrative: Implications for incorporating transmedia storytelling into entertainment-education campaigns. Critical Arts, 27(1), 127–146. https://doi.org/10.1080/02560046.2013.766977
Schweiger, W. (2002). Crossmedia zwischen Fernsehen und Web. Versuch einer theoretischen Fundierung des Crossmedia-Konzepts. In H. Theunert & U. Wagner (Eds.), Medienkonvergenz: Angebot und Nutzung. Eine Fachdiskussion veranstaltet von BLM und ZDF (BLM Schriftenreihe, Band 70) (pp. 123–135). München.
Segijn, C. M. (2019). A new mobile data driven message strategy called synced advertising: Conceptualization, implications, and future directions. Annals of the International Communication Association, 43(1), 58–77. https://doi.org/10.1080/23808985.2019.1576020
Segijn, C. M., & Eisend, M. (2019). A meta-analysis into multiscreening and advertising effectiveness: Direct effects, moderators, and underlying mechanisms. Journal of Advertising, 48(3), 313–332. https://doi.org/10.1080/00913367.2019.1604009
Segijn, C. M., & Voorveld, H. A. M. (2020). A first step in unravelling synced advertising effectiveness. International Journal of Advertising. https://doi.org/10.1080/02650487.2020.1778279
Segijn, C. M., Voorveld, H. A. M., Vandeberg, L., Pennekamp, S. F., & Smit, E. G. (2017). Insight into everyday media use with multiple screens. International Journal of Advertising, 36(5), 779–797. https://doi.org/10.1080/02650487.2017.1348042
Segijn, C. M., Araujo, T., Voorveld, H. A. M., & Smit, E. G. (2020). Related multiscreening as a strategy to retain audiences and increase persuasion during a commercial break. Journal of Broadcasting & Electronic Media, 64(1), 41–61. https://doi.org/10.1080/08838151.2020.1718962
Sheehan, K. B., & Doherty, C. (2001). Re-weaving the web: Integrating print and online communications. Journal of Interactive Marketing, 15(2), 47–59.
Sjurts, I. (2011). Gabler Lexikon Medienwirtschaft. Gabler.
Spanke, M. (2020). Retail Isn’t dead. Innovative strategies for brick and mortar retail success. Palgrave Macmillan.
Stammerjohan, C., Wood, C. M., Chang, Y., & Thorson, E. (2005). An empirical investigation of the interaction between publicity, advertising, and previous brand attitudes and knowledge. Journal of Advertising, 34(4), 55–67. https://doi.org/10.1080/00913367.2005.10639209
Statista. (2019). How often, if ever, do you use your smartphone while you are simultaneously watching television on a separate device? Statista. Retrieved from https://www.statista.com/statistics/202982/frequency-of-smartphone-usage-while-watching-tv-usa/
Statista. (2020a). Global television advertising revenue from 2018 to 2022 (in billion U.S. dollars). Statista. Retrieved from https://www.statista.com/statistics/237803/global-tv-advertising-revenue/
Statista. (2020b). Distribution of global advertising expenditure from 2015 to 2020, by media. Statista. Retrieved from https://www.statista.com/statistics/245440/distributuion-of-global-advertising-expenditure-by-media/#statisticContainer
Tong, S., Luo, X., & Xu, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, 48, 64–78.
Tseng, C.-H., & Wei, L.-F. (2020). The efficiency of mobile media richness across different stages of online consumer behavior. International Journal of Information Management, 50, 353–364.
Turban, E., Outland, J., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2018). Marketing and advertising in E-commerce. In E. Turban, J. Outland, D. King, J. K. Lee, T.-P. Liang, & D. C. Turban (Eds.), Electronic commerce 2018 (pp. 361–401). Springer.
van der Goot, M. J., Rozendaal, E., Opree, S. J., Ketelaar, P. E., & Smit, E. G. (2018). Media generations and their advertising attitudes and avoidance: A six-country comparison. International Journal of Advertising, 37(2), 289–308. https://doi.org/10.1080/02650487.2016.1240469
van Looy, A. (2016). Online advertising in viral campaigns. In A. van Looy (Ed.), Social media management. Technologies and strategies for creating business value (pp. 63–85). Springer.
Vandeberg, L., Murre, J. M. J., Voorveld, H. A. M., & Smit, E. G. (2015). Dissociating explicit and implicit effects of cross-media advertising. International Journal of Advertising, 34(5), 744–764. https://doi.org/10.1080/02650487.2015.1011023
Voorveld, H. A. M., Neijens, P. C., & Smit, E. G. (2011). Opening the black box: Understanding cross-media effects. Journal of Marketing Communications, 17(2), 69–85. https://doi.org/10.1080/13527260903160460
Voorveld, H., Smit, E., & Neijens, P. (2013). Cross-media advertising: Brand promotion in an age of media convergence. In S. Diehl & M. Karmasin (Eds.), Media and convergence management (pp. 117–133). Springer.
Voorveld, H. A. M., Araujo, T., Bernritter, S. F., Rietberg, E., & Vliegenthart, R. (2018). How advertising in offline media drives reach of and engagement with brands on Facebook. International Journal of Advertising, 37(6), 785–805. https://doi.org/10.1080/02650487.2018.1454703
Wirtz, B. W., Nitzsche, P., & Mory, L. (2014). Cross-media marketing strategies. In Y. Liu & R. G. Picard (Eds.), Policy and marketing strategies for digital media (pp. 218–232). Routledge.
Wolny, J., & Charoensuksai, N. (2014). Mapping customer journeys in multichannel decision-making. Journal of Direct, Data and Digital Marketing Practice, 15(4), 317–326. https://doi.org/10.1057/dddmp.2014.24
Yaoyuneyong, G., Foster, J., Johnson, E., & Johnson, D. (2016). Augmented reality marketing: Consumer preferences and attitudes toward hypermedia print ads. Journal of Interactive Advertising, 16(1), 16–30. https://doi.org/10.1080/15252019.2015.1125316
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2022 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Diehl, S., Koinig, I., Scheiber, R. (2022). Cross-Media Advertising in Times of Changing Media Environments and Media Consumption Patterns. In: Karmasin, M., Diehl, S., Koinig, I. (eds) Media and Change Management. Springer, Cham. https://doi.org/10.1007/978-3-030-86680-8_11
Download citation
DOI: https://doi.org/10.1007/978-3-030-86680-8_11
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-86679-2
Online ISBN: 978-3-030-86680-8
eBook Packages: Business and ManagementBusiness and Management (R0)