crossmediale

Crossmediale, or crossmediality, is a concept in media and marketing describing the coordinated use of content across multiple channels to deliver a cohesive brand experience. In practice, a crossmedial approach combines television, print, radio, online, social media, mobile apps, and out-of-home media so that each channel carries parts of a unified campaign while taking advantage of its strengths. The goal is to extend reach, improve audience engagement, and create touchpoints that guide users through different steps of the customer journey. The term is widely used in German-speaking markets and is often translated as cross-media or crossmedialität in academic and professional literature.

Crossmedial campaigns are not identical to transmedia storytelling. In crossmedial work, channels reinforce one another and content can stand independently on each platform, with a central brand message tying them together. Transmedia storytelling, by contrast, emphasizes multiple, interlocking narratives that may require engagement across several media to experience the full story. Crossmedial strategies focus on integration and synergy within a campaign rather than on a single evolving narrative.

Key components include strategic objectives, audience segmentation, channel planning and adaptation, content governance, and measurement. Content is tailored to each format while preserving a consistent voice and visual identity. Benefits include wider reach, increased recall, and better cross-channel data collection. Challenges involve coordinating production across teams, ensuring consistency, allocating budget, and attributing results across channels.