What is integrated advertising?

So what is Integrated Advertising?

The advertising landscape is changing. Previously all advertising was one way where the message was broadcasted to the consumers. Changing technology and the development of the internet have led to new mediums through which advertisers can target consumers. Digital marketing activities have a more focused approach where different consumers can be targeted directly and strategically. Consumers also have the ability to generate free advertising through social media. But while there are pros to new mediums, it also has its cons. With so many new channels, consumers have become adept at multi-tasking usually using multiple devices at the same time, therefore there is no guarantee of an ad being viewed by the consumers. Attention is divided which also has an affect on the overall remembrance of the ad.

So what is the solution? Integrated Advertising which is basically "combining several media channels and tools under one big idea to produce a greater experience for the consumer". In doing so by using multiple channels to showcase the same message, it is not only has a higher chance of being viewed but it reinforces the message for the consumer.

Saatchi & Saatchi have put together this lovely little video to demonstrate the entire concept. Obviously the question of where an agency fits in to the entire process is questioned but as Saatchi & Saatchi state the agency is the navigator who makes sure the message and delivery is consistent across all channels.

While it is certainly possible for a company to launch an integrated campaign in-house they may not always have the resource to do so, so therefore with a little bit of education, humor and fear Saatchi & Saatchi make the case for an agency.