The best media to use depends on what the brand needs to achieve, although most brands do well to combine 'brand development' (the first four) and 'activation' (the final one) - click here for why.
To SHOUT... prioritise intrusive channels that convey simple ideas well e.g. YouTube (15” non-skippable), TV (15”).
To EXPLAIN... choose channels that allow people to find out more if you capture their interest e.g. YouTube (skippable), influencers, infomercials, magazines, DM.
To BUILD... focus on formats that are good at making a lasting impression, ideally audio visual on a big screen e.g. TV (30”+), addressable TV, Cinema.
To REINFORCE... media with short exposures can work well if the brand has well established assets e.g. social infeed, sponsorships, out of home.
To TRIGGER... use channels that reach customers close to the purchase decision e.g. paid search, re-targeting on social, posters near retail.