TV planning: Convergent behaviour

This article discusses the convergence between TV viewing and second/third screens, arguing that while TV viewing figures are stable, advertisers need to make the most of additional platforms.

TV planning: Convergent behaviour

Dan HagenCarat

The coming together of the point of engagement and the point of transaction is crucial to convergence and this is where advertisers need to be focusing to make best use of the evolving TV landscape

I last wrote about the changing TV landscape in Admap(July/August 2012). The story then was very much about optimising budgets across TV and online video, in order to maximise the combined impact, primarily from a reach and engagement perspective. The out-take was that spend, with some geographical variances aside, was lagging consumer use of these channels....

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