Distribution & Cross Media Advertising

	Strengths	Potential problems	Examples
Viral advertising	Can reach a large number of the audience in a short amount of time.	The advertisement may not go viral so the distributors have to carefully place	Evian had produced a viral advertisement called 'Evian Roller Babies'.
Native advertising	Discreetly persuades the audience without revealing the fact that it is an advertisement they are viewing.	Sometimes the audience may not see the disguised advert and the message may not be conveyed	Certain articles published on websites such as The Guardian or Forbes are often native advertisements such as the article promoting Fidelity on Forbes' website.
Targeted advertising	Directly targets the audience based on their preferences, usually making them successful	The audience are able to use ad blockers to avoid targeted advertising.	Advertisement in social media platforms such as Amazon having spaces on audiences' newsfeeds on Facebook.
Shoppables and Influencers	The audience are more likely to purchase products which influencers or celebrities own and wear.	This can cost the distributors much more money as they have to pay the influencers and celebrities and also provide them with the products, sometimes an abundance.	Celebrities sponsored by brands such as Puma sponsoring celebrities such as Rihanna, Kylie Jenner & The Weeknd.