There’s been a lot of noise post-Cannes about ‘lots of littles’. Here’s the truth: it’s a smart strategy, but only half the story.

Grace Kite’s research identified that media fragmentation is not just a ‘bug’ but an opportunity. People are dipping in and out of media in “little blocks in many different places”, giving brands more opportunities to show up and connect with their audience. The data shows that these small exposures really do add up; five ads with just 1.5-2 seconds of attention each drove a higher uplift in awareness than fewer, longer exposures. The implication is clear: small, fleeting moments aren’t wasted seconds. They compound into real business impact but only if brands stop treating them as ‘cheap’ impressions and start seeing them as intentional building blocks in a bigger system

The data proves it, multi-channel strategies aren’t optional. This idea that fragmented touchpoints work best in synergy with each other is old news, but it’s important to revisit what this actually means in practice as we prepare to head into peak investment periods. In sectors like retail, where demand peaks in the run-up to Christmas, layering multiple channels together creates a compound effect that has been proven to drive both immediate performance and long term growth.

‘Lots of littles’ may be the current industry mantra, with a wealth of evidence highlighting how fragmented, frequent exposures fuel both brand and business outcomes. This shouldn’t come at the expense of the high attention, memorable, trust-building channels that provide the foundation of reach, credibility and long-term brand strength.

The danger is that ‘lots of littles’ gets reduced to ‘lots of cheap impressions’. That’s not strategy, that’s a false economy. Does that same approach work if those ‘lots of little’ favour cheaper, lower-attention, high-frequency channels?

While it’s true that linear TV prices have risen, focusing on cost risks ignoring value. Thinkbox’s Profit Ability 2 confirms that TV still pays the bills, literally. It delivers more than half of all ad-generated profit and gives you nearly £6 back for every £1 in. Not bad for a channel people keep declaring ‘dead’ every few months.

In reality, we know that the most powerful outcomes will come from combining both: ‘lots of littles’ that build frequency and salience, with high impact, engaging channels providing the bedrock of reach, trust and credibility – particularly during saturated seasonal moments. Using channels, like TV, alongside frequency building channels end up delivering 40% more profit than those without, thanks to the multiplier effect of broad-reach media amplifying that digital activation.

Lots of littles spark the conversation; mass reach makes sure people actually remember who started it. Growth comes from doing both and at Piqniq we’ll help you to figure out exactly how.