TV planning: How ads work in multiscreen viewing

This article examines the effect of multiscreening on TV advertising, arguing that advertisers should focus on 'sound triggers' which capture viewers' attention.

TV planning: How ads work in multiscreen viewing

Dr Ali GoodeLingua Brand

'Meerkatting' behaviour, where TV viewers constantly shift attention from the TV set to other screens and devices, places emphasis on advertising creative that connects emotionally...