Multi-screen media planning: Are screens neutral?

Priyali Kamath
Procter & Gamble

People react differently to a communication viewed on different screens. Getting the right mix of medium, message and mood is crucial in audiovisual planning.

As a media professional for a large advertiser, the only conversation I seem to be having with agencies, media houses and other professionals in the industry these days, is about how screen-neutral planning is the panacea for falling audiences and increasing cost in the highly inflationary Asian TV market.

Screen-neutral planning (or TV+) is the hottest thing in the media industry today and builds off a belief that screens can be equal in their impact. Therefore, in building reach against a specific audience, all one has to do is pick the screen that can carry the creative asset most efficiently to a particular audience. What this approach does is that, in chasing the cheapest reach, it completely undermines, and, in fact, ignores the relationship a consumer has with a screen. Thereby making the consumption of advertising, (yes, the same piece of advertising), a different experience depending on how it is delivered.