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...