Multi-screen media planning: Are screens neutral?

Priyali Kamath

Procter & Gamble Asia's leading media strategist believes brand builders need to think beyond the traditional norms of screen-neutral planning when aiming to make advertising that connects, entertains and informs.

Multi-screen media planning: Are screens neutral?

Priyali KamathProcter & 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...

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