I’ve realized that to truly connect with customers, it’s essential to be everywhere they are — whether that’s on social media, email, websites, or even traditional outlets like TV and radio. This is where a solid media mix comes into play.

By using multiple channels strategically, I can deliver messages more effectively, ensuring they reach the right people at the right time.

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But how does this help you plan better campaigns? And why has it become such a critical part of modern marketing strategies? I’ll break down how a strong media mix works, share some compelling stats, and highlight an example of a brand that is nailing it to take their campaigns to the next level.

Table of Contents

• • What is a media mix?
  • Media Mix Example
  • Media Mix Stats in 2025
  • Media Mix Optimization
  • Media Mix Modeling
  • Tips for Optimizing Your Media Mix

A media mix is another term for an overview of the channels businesses choose to execute their marketing strategies on. Ultimately, media mix optimization is the process of analyzing the performance of those channels.

Think about the last campaign you saw from one of your favorite brands. What did they do differently that really clicked with you? By incorporating a media mix into your yearly planning, you can narrow down what resonates with your audience.

Theory is great and all, but it’s important to see this approach in action. I immediately think of makeup brand The Lip Bar’s recent campaign introducing their limited edition HBCU lip gloss collection.

To build anticipation and drive demand keeping up to date with design trends for this limited product line, The Lip Bar launched a multi-channel campaign that reached audiences both online and offline.

First up, website.

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When you land on the brand’s homepage, you’ll see an image of the CEO with the following sentence “Introducing HBCU lip gloss collection. Limited edition sheer lip glosses inspired by our HBCU girlies.”

Upon clicking on the image, you’ll arrive at a landing page that displays the full collection of lip glosses and explains the concept behind this limited edition.

The second digital channel the brand leveraged for this campaign is YouTube, publishing a 59-second video celebrating HBCU culture paired with the lip gloss.

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Moving offline, I love how the brand also showed up at FAMU’s homecoming and set up a pop-up shop. They advertised on Instagram to get people to their in-person event.

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So, what’s the conclusion to draw here? The benefit of using a media mix is to leverage different strategies to see which tactics work and lead to better conversions.

I think The Lip Bar’s recent campaign is a great example of how any brand can leverage channels differently to reach the same marketing goal.

Media Mix Stats in 2025

Things have changed significantly in the last couple of years, especially due to the advent of AI. So, how are marketers tackling different channels and campaigns? The situation is evolving, so I’ll share the latest.

• 60% of brands plan to increase their media budgets, a significant rise from last year’s 29%.
• 35% of brands are shifting focus towards brand advertising over performance advertising.
• 56% of brands are reducing spend on linear TV, while 85% are increasing investments in Connected/Advanced TV, and 83% in Digital Video.
• 86% of U.S. B2C marketing executives are prioritizing finding better ways to reach Gen Zers and Millennials.
• 73% of marketers face pressure to achieve more with less, with 64% reporting insufficient budgets for their strategies.

Likewise, our extensive in-house business sale lead research reveals the following:

• 81% of video marketers use social media as their primary channel for sharing or hosting marketing videos.
• 67% of marketers report that sharing marketing videos on social media platforms like YouTube, Instagram, and TikTok yields the highest ROI.
• 43% of marketers use social media as a marketing channel, with Facebook and Instagram providing the best ROI.
• 50% of marketers leverage video in their marketing strategy, closely followed by images at 47%.
• 91% of businesses use video as a marketing tool, highlighting its dominance in the marketing industry.

Media Mix Optimization

Now that you know what a media mix is, how do you find the right mix for your brand and product?