Multi-screen media planning: Are screens neutral?

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 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...

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