What are the benefits and challenges of cross-media advertising collaboration or confrontation?

1 Benefits of collaboration

Collaboration is when advertisers work together to create and deliver a cross-media campaign that benefits all parties involved. For example, a car brand and a travel agency might collaborate to promote a road trip offer. Collaboration can help advertisers achieve higher reach, frequency, and impact, as well as lower costs, by sharing resources, data, and insights. Collaboration can also enhance the creativity and quality of the campaign, by combining different perspectives, skills, and expertise.

2 Challenges of collaboration

Collaboration is not always easy or smooth, however. It requires trust, communication, and coordination among the advertisers, as well as the media owners and agencies. It also involves sharing sensitive information, such as budgets, strategies, and performance metrics, which can raise privacy and security issues. Moreover, collaboration can create conflicts of interest, as advertisers might have different goals, values, and preferences, or compete for the same target audience.

3 Benefits of confrontation

Confrontation is when advertisers compete against each other to win the attention and preference of consumers with a cross-media campaign. For example, a soda brand and a juice brand might confront each other with contrasting messages and offers. Confrontation can help advertisers differentiate themselves, stimulate consumer interest, and increase brand recall, by creating a memorable and distinctive campaign. Confrontation can also motivate advertisers to innovate and improve their products, services, and communication, by challenging their competitors.

4 Challenges of confrontation

Confrontation is not without risks or drawbacks, however. It can be costly, time-consuming, and stressful, as advertisers have to constantly monitor, analyze, and respond to their competitors' actions. It can also backfire, as consumers might perceive the campaign as negative, aggressive, or misleading, or switch to a third option. Furthermore, confrontation can damage the reputation and relationship of the advertisers, as well as the media owners and agencies, by creating animosity and distrust.

5 Research methods and tips

To conduct effective research on cross-media advertising collaboration or confrontation, advertisers need to use a combination of methods and sources, such as surveys, interviews, focus groups, experiments, observation, and secondary data. It is important to define the research objectives, questions, and hypotheses clearly and precisely, as well as choose the appropriate sample size, design, and technique based on the research purpose and budget. Additionally, advertisers should measure the relevant variables and indicators, such as reach, frequency, impact, recall, attitude, preference, and behavior. Furthermore, they should compare and contrast the results of different media channels and platforms, as well as different advertisers and campaigns. Finally, it is essential to interpret and report the findings objectively and accurately, and provide actionable recommendations.