TV budget optimisation: Maximise multi-screen audience response

Topline stats show that investment into video-on-demand lags VoD viewership by 3:1. This article looks more closely at individual audiences' consumption and engagement with VoD relative to other channels.

TV budget optimisation: Maximise multi-screen audience response

Dan HagenCarat

Investment in VoD is way below its share of audiovisual viewing. Carat's Dan Hagen explains why and outlines methodology for combining online video with TV to enhance a TV plan.

I'm not even sure how I'm officially consuming audiovisual content any more; I have so many options available to me in my own home: linear TV, catch-up TV, Sky Anytime, Sky Anytime+, SkyGo on the iPad, iPlayer on the PS3, 4oD on the Xbox, the laptop. I could literally be watching ten different programmes at the same time through different...

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