{"id":22206,"date":"2026-07-20T09:00:00","date_gmt":"2026-07-20T07:00:00","guid":{"rendered":"https:\/\/sayagency.com\/?p=22206"},"modified":"2026-07-13T09:42:49","modified_gmt":"2026-07-13T07:42:49","slug":"limportanza-del-media-mix-allocare-il-budget-tra-i-diversi-canali","status":"publish","type":"post","link":"https:\/\/sayagency.com\/en\/the-importance-of-the-media-mix-allocating-budget-across-channels\/","title":{"rendered":"The Importance of the Media Mix: Allocating Budget Across Channels"},"content":{"rendered":"\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-b53d97fbd6c5eca4fa20b03f17a2fed6\">There is one mistake we see far too often, especially when a brand approaches digital advertising for the first time or wants to scale its results: taking the available budget and splitting it equally.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-0c73101975df8b7effe02feb8b157d15\">A bit to Google, a bit to Meta, and a sprinkling of TikTok or Spotify just to cover all bases.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-672f3ab25a9909727267bf3f9ca1f931\">But dividing your advertising budget into identical silos (the classic 33% split across three channels) is the quickest way to dilute campaign impact and burn through resources.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-0afe202550695b851d3ea4d4f451267b\">In modern digital advertising, effectiveness doesn&#8217;t come from the number of channels you manage to turn on, but from the precision with which you orchestrate your <strong>media mix<\/strong>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-70e7e8ab9316241e76d7a72452536dce\"><strong>Optimising budget allocation means understanding how different touchpoints work together to guide the user towards conversion.<\/strong><\/p>\n\n\n\n<section class=\"toc-service-section vertical-padded\" id=\"toc-service-section-48774ce078a6e8db6a56c888745fcfdd\">\n    <div class=\"container\">\n        <div class=\"toc-wrapper\">\n            <div class=\"col\">\n                                    <div class=\"toc-title title\"><h1>What will we cover in this article:<\/h1>\n<\/div>\n                            <\/div>\n            <div class=\"col\">\n                                    <div class=\"toc-content text typography\"><ul>\n<li><a href=\"#attenzione\">The Perils of Over-Diversification (and the $3,000 Threshold)<\/a><\/li>\n<li><a href=\"#catturare\">Capturing Demand vs Creating Demand: The Macro Distinction<\/a><\/li>\n<li><a href=\"#regola\">The 70\/20\/10 Rule: A Flexible Framework for Budget Allocation<\/a><\/li>\n<li><a href=\"#cosa\">Understanding the Halo Effect<\/a><\/li>\n<li><a href=\"#conclusione\">In Conclusion: Where to Begin?<\/a><\/li>\n<\/ul>\n<\/div>\n                            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-76cbd980383485f643478de3efab7db1\" id=\"attenzione\" style=\"color:#659a8b\">The Perils of Over-Diversification (and the $3,000 Threshold)<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-ca5e3825334b9792ab30eb0b3c89e2f6\">We have to be honest: extreme <strong>diversification is a luxury<\/strong> that requires significant data volumes and substantial budgets. When managing budgets below a certain threshold (web literature and industry data point to around $3,000 monthly per market as the dividing line), fragmenting campaigns across too many platforms is counterproductive.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-f4802d836154316c767b8c355e636fd9\">Every algorithm, whether it is Meta Ads\u2019 AI or Google\u2019s machine learning, needs a minimum volume of weekly conversions to exit the so-called \u2018learning phase\u2019. <strong>If you scatter your budget, no single platform will be able to accumulate enough data to optimise effectively.<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-0750e1140a423978abf960d66b0545e5\">If your budget is tight, the most solid theoretical strategy is simple: <strong>find the channel where your highest-value audience is concentrated, dominate it completely<\/strong>, and only then expand your mix.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-6419814c434b167b0d491bf08e5ed018\" id=\"catturare\" style=\"color:#659a8b\">Capturing Demand vs Creating Demand: The Macro Distinction<\/h2>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-341b53b1f8b032f76634c484cc4961d3\">To build a balanced media mix, it is essential to understand the <strong>intrinsic<\/strong> <strong>nature of digital channels<\/strong>. Not all platforms respond to the same user psychological need.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-fe418ac87e947425ba046b3e1880eded\">We can divide them into two broad macro-categories:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-background has-link-color has-medium-font-size wp-elements-6833d2cf0a36f53c1302dd56f18d8c09\" style=\"background-color:#f9f9f9\"><strong>Google Ads (Search &amp; Shopping) \u2013 Capturing Demand:<\/strong> Here, we intercept an <em>explicit intent.<\/em> Users type exactly what they need on their keyboard. The conversion rate is structurally higher, but the audience is limited by the volume of active searches at that moment.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-background has-link-color has-medium-font-size wp-elements-ad36e02e0e08478163c8520915f13c3f\" style=\"background-color:#f9f9f9\"><strong>Meta Ads (Instagram &amp; Facebook) \u2013 Creating Demand:<\/strong> Here, we stimulate a <em>latent need<\/em>. Users are scrolling through entertainment content or personal updates; our ad must capture their visual attention, educate them, and position the brand. This is crucial for building awareness and feeding the top of the funnel.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-50ace0edd4883f83e92b6997096f50f8\">Generally, an unknown brand that allocates 100% of its budget to Google risks failure: if no one is searching for your product name or category, there is no demand to capture.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-802f6019ecfdaa8c7fcecd536ee1d750\">In this scenario, Meta must play the predominant role.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-0d9984db77dcc409f8ba9444b4211d30\">Conversely, a mature brand will need to invest heavily in Google to protect its keywords and convert users who are ready to buy.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-8299c26aac071087035260d5f2140bfd\" id=\"regola\" style=\"color:#659a8b\">The 70\/20\/10 Rule: A Flexible Framework for Budget Allocation<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-3a8ea266d662519e25d704c21ca3c2be\">How does all of this translate into figures? An excellent, extensively field-tested theoretical framework for structuring your media mix is <strong>the 70\/20\/10 rule.<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-e902fa523703e548ee894e888eea3724\">It allows you to balance the security of short-term profits with the experimentation necessary for long-term growth:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-333d1653d07ab9af468e32d8c8f6f7ac\"><strong>70% on the &#8216;Core&#8217; channel (the certainty):<\/strong> this funds the platform that has historically proven to deliver your most stable ROI. If you sell highly visual products or drive impulse buys, this 70% will go to Meta. If you sell emergency services or high-intent B2B solutions, it will go to Google Search.<br><\/li>\n\n\n\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-bb7955a6815c47d8dd0bba31452119e1\"><strong>20% on emerging channels (the growth):<\/strong> resources dedicated to expanding your reach. This could involve cross-channel retargeting campaigns, launching a second advertising ecosystem to intercept users at a different time of day, or running video campaigns on YouTube.<br><\/li>\n\n\n\n<li class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-f2449238cd23affe546fbbfa6cd497f3\"><strong>10% on pure testing (the innovation):<\/strong> a &#8216;sunk cost&#8217; budget destined for pure experimentation (new platforms like TikTok, audio campaigns on Spotify, or influencer marketing). If the test fails, your business won&#8217;t suffer; if it succeeds, you have found the leverage to scale the following year.<\/li>\n<\/ol>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-f0eb49384f68bad2831cb226ff92a163\">This approach ensures that your marketing remains both resilient and innovative.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-4db05da85805161ced1a3b882a3695a3\" id=\"cosa\" style=\"color:#659a8b\">Understanding the Halo Effect<\/h2>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-e1c4ecf0d37d414b40aefdd9b42ab4ff\">When evaluating your media mix performance, never look at channels as isolated silos. Pure awareness platforms (such as Spotify Audio or TikTok videos) will almost always record a very low direct ROI in your reports.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-8a22c2424e86fb62069f7c1ecd52a2dd\">However, data shows that turning off these channels triggers a sharp drop in direct searches on Google and an increase in acquisition costs on Meta. This is the so-called \u2018halo effect\u2019: different channels working together towards a single goal.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color has-x-large-font-size wp-elements-911bd4b67b9f74ef96e8b0cf8352ef29\" id=\"conclusione\" style=\"color:#659a8b\">In Conclusion: Where to Begin?<\/h2>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-9ea9de3557edab6b4469dff93e6affdc\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-91b055c436631c8fc89f243dea7642ee\">There is no universal magic formula carved in stone, but there is a scientific method. Before allocating even a single pound, analyse your brand\u2019s maturity, define whether you need to create demand or capture it, and precisely map your channels based on your available budget.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-d4cc2177c20ca23d76b4901eb5745cb6\">Focus first, strategic diversification second. This is the only way to transform your media mix from a cost into a predictable growth engine.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color has-medium-font-size wp-elements-e5f3615f75c4af1356ad89475eea0ada\"><strong>Want to understand how to optimise your advertising budget allocation to maximise ROI?<\/strong> <a href=\"https:\/\/sayagency.com\/en\/contact-us\/\" target=\"_blank\" rel=\"noreferrer noopener\">Get in touch with the SAY team<\/a>, and let\u2019s design a tailored media mix strategy for your business together.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There is one mistake we see far too often, especially when a brand approaches digital advertising for the first time or wants to scale its results: taking the available budget [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":22205,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[171],"tags":[],"class_list":["post-22206","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Importance of the Media Mix: Allocating Budget Across Channels<\/title>\n<meta name=\"description\" content=\"There is one mistake we see far too often, especially when a brand approaches digital advertising for the first time or wants to scale its results: taking\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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