What is cross platform advertising?

What is cross platform advertising?


Cross platform advertising is when companies use different forms of mass media to advertise their products. These include adverts on television, in magazines/newspapers, in music videos etc.


A company will tend to use cross platform advertising when you can target different audiences through different platforms. Many companies will also allow films and music videos to use product placements in their videos to also show off their products. These can also result in the media source earning money for advertising. For example, free newspapers earn their money by being paid to put advertisements in them.

 Another reason why cross platform advertising is effective is because it can raise awareness about something. These can include: charities, political agendas and campaigns about certain issues. Different platforms of media allow these issues to be branched out so that more people see them; younger generations tend to stick to online and social media whereas older generations often stick to a print based media so advertisements on different platforms enables a larger number of people to see them.  Also the fact that they are in different places allows people to see them in different places making their existence repeated in the brain which allows them to be more memorable and more recognisable for when people do see them.

 One downside to cross platform advertising is that a company has will have to pay money to allow each of the different platforms to advertise their products. If it is a small company or a charity that is trying to gain money, the fact that they are giving money away does not help their cause. The more advertising platforms, the more money that will have to be spent funding the advertisement.

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