Scenarios for the Future of Media: Demand-side platforms, branded entertainment and going beyond the click

A report from the IAA-organised Future of Media event, with insights from Aegis, ZenithOptimedia, comScore and GroupM.

Scenarios for the Future of Media: Demand-side platforms, branded entertainment and going beyond the click

Joseph Clift

The future of media is a fraught topic, with consumption now more fragmented than ever.

A recent UK survey from Quickplay Media and Zoomberg found that 58% of 18 to 44-year-olds wish to view TV shows and movies using one device - and then have the ability to "seamlessly" switch to viewing the content on another screen. The devices on which people watch TV, movies and online video are becoming more and more difficult to track.

But presenters at Future of Media: Future business models for...

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