Multichannel advertising for SMEs in Italy: how a plan comes together.

Putting Google, social, local radio, local TV, connected TV, cinema and DOOH into one plan used to require a large budget. Today it starts at EUR 2,000 per campaign, as long as you understand how the media talk to each other.

One medium is almost never enough

Digital catches people already looking for something. Offline creates the demand before the search exists: someone who heard the radio spot then looks the company up on Google. They are two halves of the same job and they work when they start together.

That is why every plan built by Alchemyx includes at least one offline medium. The opposite, an online-only plan, is not offered: the coverage a local SME needs comes precisely from the two working together.

What to look at in a multichannel supplier

Real channel coverage: Does it truly handle both online (Google, Meta, LinkedIn) and offline (radio, TV, cinema, DOOH), or does it resell offline through third parties?
Minimum threshold: Many structures work on large-company budgets. Check the real minimum, not the one quoted first.
One order or ten: A plan across six media can mean six contracts and six invoices. Ask how the buying works and who executes it.
A single report: If every channel sends its own report, you do the comparison. An integrated report is what makes a multichannel plan readable.
Closing times: Offline is booked and locked before launch. Knowing how far ahead changes the planning.
Cost transparency: Ask whether the commission is included in the declared budget or added on top: it changes the final bill.

What an SME can actually choose from

Media agency: Strategy, creative and buying with a dedicated human contact. The choice for companies that want to delegate everything and can sustain an ongoing relationship.
Independent consultant: A professional specialised in one or two channels. Very flexible and close to the territory; coverage stays within the media they know.
AI platform (Alchemyx): The algorithm builds the plan from budget, audience and objective, then the platform books and buys the space, online and offline. You do not pick the single medium: you pick the outcome and the budget.
Local sales house: Sells the space of the media it represents. Useful for a one-off buy on a specific station or circuit; it does not cover the whole mix.
Hybrid approach: In-house marketing plus an AI platform. It works when someone inside the company reads the reports and plans regularly: the AI builds the plan, control stays in.
Channel-native AI tools: Google Performance Max or Meta Advantage+ optimise well inside their own network. They do not see offline and give no single reading of the plan.

The flow in five steps

Brief and objectives: Objective, territory, audience and total budget. The brief is guided and answered in plain language.
Strategic mix: The AI reads the sector, the seasonality and the catchment area and proposes the balance between digital and offline, with the weight of each medium.
Coordinated planning: One plan with synchronised timing and budget: offline opens the window, online collects the people who moved.
Activation: The platform books and buys the space, sends the creative to each medium in the required format and goes live together.
Optimisation and report: Online optimises in flight, offline stays as planned. At the end, one report with performance by channel and by area.

Where to go next

The questions we get most

What does multichannel advertising mean?

A plan that uses several different media over the same period with the same message: for example local radio plus Google Search plus DOOH. The point is to meet the same person more than once, in different contexts.

Which channels go into an Alchemyx plan?

Offline: local FM radio, local TV, connected TV with geotargeting, cinema and DOOH. Online: Google Search, Google Display and social. Every plan includes at least one offline medium.

Can I run an online-only plan?

No. The online part can be excluded to run offline only; the opposite is not offered, because digital alone does not cover a local catchment area the way an SME needs.

Who actually buys the space?

The platform. Alchemyx holds sales mandates on the offline media and direct integrations with the online circuits: it books, buys and delivers the creative with one order and one invoice.

How much does Alchemyx cost?

The platform fee is 13.98% and is always included in the campaign budget you declare: it is never added on top. The minimum is EUR 2,000 plus VAT per campaign, not per month, fee included.

Is a subscription required?

No. The FREE plan has no subscription. The PREMIUM plan costs EUR 2,180 per year plus VAT, paid upfront in a single payment at activation, and adds campaign history, analysis over time and detailed reports.

Is Alchemyx already open to everyone?

Not yet. The platform runs a pilot phase from September 2026 and the commercial launch in Italy is planned for the first quarter of 2027. Early Access applications are open and free, but places are assigned by selection.

What do I need to start?

Objective, territory, period and budget. The brief is guided: you answer in plain language and the AI turns the answers into the plan’s parameters. Creative can be uploaded or generated in the platform.

Does the AI decide on its own how much to spend?

No. No spend starts without your explicit approval of the plan. The algorithm builds and balances the mix, you approve, and only then does the platform book and buy.

See what plan your budget produces

The calculator starts from budget and territory and returns a draft mix in a few steps, with no sign-up.

Alchemyst LAB S.r.l. · VAT 14297210966 · Piazza Castello 19, 20121 Milan, Italy · Innovative startup. Prices excluding VAT.