Glossary A–ZLetter M
Media mix
The media mix is the distribution of a campaign and its budget across different types of media, such as television, online, radio, print and out-of-home.
Each type of media contributes to the goal with its own strengths. The mix is set in media planning.
In the media mix, screen networks are usually one component among several. They provide presence in places where people are travelling or shopping, and complement media used at home. An example: a campaign for a new drink puts a large share into online video for reach, a share into screens in supermarkets for proximity to the shelf and a small share into radio.
For a screen network to be considered in the media mix, it must be comparable with other media. This requires traceable impressions, prices per thousand impressions and proof of play. Without such figures, media planners find it difficult to allocate budget. The media mix describes the distribution; how messages work together across media is described by the cross-media campaign.