Description

At the Audience & Advertising Summit 2025, held on 17 September in Johannesburg, South Africa, one of the most dynamic sessions tackled the theme “Cross-platform Engagement: How To Expand Content Reach And Increase Revenue Opportunities.” The panel brought together experts to examine how broadcasters, advertisers, and digital platforms can extend their content across multiple touchpoints while maximising both audience impact and monetisation.

The session highlighted how today’s audiences consume content across television, streaming platforms, social media, mobile apps, and even podcasts. With this fragmentation, a single-platform strategy is no longer enough. Instead, panellists argued, success lies in meeting audiences wherever they are and delivering consistent, engaging experiences across multiple platforms.

Some key points from the resource include:

● Extended Reach: Leveraging TV, digital, and social together ensures content and advertising campaigns find audiences across different demographics.
● New Revenue Models: Monetisation can come from a blend of traditional ad sales, digital video advertising, branded content, and sponsorships.
● Audience Data: Multiple platforms create richer datasets, helping refine targeting and personalisation.
● Stronger Brand Presence: Consistency across platforms reinforces brand recall and builds loyalty.