Publicitas in Switzerland

The prerequisite for interactive cross-media is a continuous advertising idea, which is the basis of the campaign's communication goal.

For us it is important that the marketing measures in the different advertising carriers are not perceived independently of each other but instead as a linked and integrated concept.

This strategy results in a multiplying effect. This means, the linking effect is stronger than the addition of the individual media. The advantages lie in approaching new target groups, increasing the advertising impact in direct response as well as in larger leeway for innovative concepts.

 Active User Guidance to the Lead Medium

Interactive cross-media is more than a media mix. While the individual advertising carriers are exposed next to each other in a media mix, the aim of linked communication is to guide the target group from one medium to the next.

This active user guidance is generally achieved through explicit references to another medium in the lead medium. This requires clear communication of the added value the target group is supposed to receive by using the lead medium.