And it seems effectiveness research is now catching up with us! Locally, the Commercial Communications Council (Comms Council) has produced Future Demand in Action which includes references to the effectiveness of a multi-channel approach. And globally, we’ve recently seen The Multiplier Effect from WARC (World Advertising Research Centre) and Synergy from Magic Numbers published. Whatever you call it, the evidence is clear. Adding more channels to a campaign achieves better results.

Where do we start?

To build an impactful, effective campaign, the first step is to consider all your options. Be open minded. Hemisphere’s strategic process uses audience research and data to inform the best channel mix rather than assuming or pre-determining them. Empowering your media agency team to investigate and recommend the best combination of channels to achieve your objectives will ensure a campaign shines. Don’t assume a small budget limits you to social or search. Remember one size does not fit all. Using more than one channel is one of the best methods to increase brand preference and deliver results.

What do you mean by channels?

We know – it’s frustrating how everyone interprets that word differently! When we say channels, we mean broadcast channels like TV, out of home, radio, print and cinema. We mean direct channels like PR, sampling, events, eDM and collateral (like brochures and flyers). And we mean digital channels like search, social, online video, online display, online native, and online audio (like radio and podcasts).

Don’t put all your eggs in one basket. Try up to a baker’s dozen!

The Comms Council’s research demonstrates that layering channels positively impacts current and future consumer demand. Campaigns using 13 or more channels effectively doubled the long-term commercial effects of campaigns with six or fewer channels.

Layered channel media strategies work for a range of goals and campaign objectives, whether that’s linked to brand impact, behaviour change, sales or return on investment.

We’ve consistently applied a multi-layered channel approach with Suzuki New Zealand – an approach that has lifted them from number 9 in the light passenger vehicle market in 2006 to number 3 in 2024 (MIA Passenger Vehicle Registration Statistics). We also use multiple channel layers for Black Diamond Technologies’ (BDT) Mitsubishi Electric campaigns – supporting them to maintain their number one market position for more than two decades.

What if my budget won’t support that many channels?

The good news is that any additional channels will provide an incremental lift in performance. A study by ARF (Advertising Research Foundation) showed that just going from one channel to two (adding digital display to television for example) increases return on investment (ROI) by 19%, while layering one more channel (like adding search to the TV and digital display mix) can increase ROI by an impressive 23%.

One plus one can equal more than two

Layering channels builds outcomes that are more than the sum of each part. The chart below shows how the layering of individual channels (coloured bars) influences sales or brand metrics, but also the synergistic effect where channels combine (brown/beige bars) to deliver even greater results.

For Harbour Asset Management, we implemented a layered channel strategy contextualised to the travel journey. We used airport out of home, Kia Ora magazine, in-flight entertainment video and digital display ads targeting people in airport locations during peak holiday travel periods. Layering these media channels resulted in a 2% lift in brand awareness – a great result for a modest budget in a highly competitive category.

What if I don’t have enough budget for broadcast channels?

For campaigns with a broad audience, delivering maximum effectiveness means using a mix of broadcast and digital channels. If for some reason that’s not an option – whether that’s budget-driven or due to internal politics – a layered digital channel approach can still be used effectively. Complementing wider reaching digital channels like display and social with contextual channels in the form of relevant online publications and video is an effective way of using a layered digital channel approach with a smaller budget.

For NZ Search and Rescue, we delivered a campaign to increase the adoption of emergency locator beacons by trampers and hunters. Using a layered digital channel combination of social, display and search we delivered a 43% increase in beacon hires year on year.

What if I have a digital objective? Surely the channels should all be digital?

Well in short – no, not necessarily!  A combination of broadcast and digital channels can positively impact your digital click through rate (CTR) too.

Goboony used a consistent creative platform tailored for each channel and found that the CTR jumped as each extra channel was added.

These findings are proof that channels don’t operate in silos. They build on each other, strengthening memory structures with audiences and making digital campaign activity work harder.

We’ve seen this ourselves with two different campaigns for the Ministry for Primary Industries. For Check, Clean, Dry we used posters in holiday parks and campgrounds near lakes and rivers to support a layered digital channel campaign delivered in display and social. The engagement rate of people who had seen both the posters and the digital ads was 50% higher than people who had only seen the digital ads.

To promote the NZ Fishing Rules app we ran a summer campaign using mainly digital channels, supported by TV and Video on Demand, as well as decals at marinas and boat ramps, and posters in fishing stores. This multi-channel layered campaign delivered a 33% increase in app downloads year on year.

Give it to me on a plate

Local and global research prove layered channel approaches deliver more effective campaigns. Using as many channel layers as you can afford will generate exponential improvements in results. Even shifting from one channel to two will provide a better ROI. Layering channels creates a multiplying effect that is larger than the sum of its parts. If your campaign budget isn’t broadcast channel friendly, there are still benefits to be found in a layered digital channel approach. And don’t assume that a digital campaign objective automatically dictates a digital-only approach. Broadcast and direct channels also impact digital objectives.

OK. Where do I start? What channel layers should I use?

You don’t have to try and navigate this on your own. Hemisphere Media has all the data, the research and the experience to help guide you through a layered channel approach that delivers results. We’ll make it easy. Let’s kōrero.