How to match multiscreen strategy to the desired brand outcome

Tom Darlington

Outlines six component parts to developing a multiscreen approach, using the drink brand Rubicon Spring as an example of a successful multiscreen approach that combined digital and social, supported by TV and VOD.

Media strategies for multiscreen viewing

This article is part of a series of articles on media strategies for multiscreen viewing. Read more.

The fragmentation of the media landscape has been driven, somewhat paradoxically, by the increasing ubiquity of screens. They are everywhere. No longer just a means of orientating the furniture in your front room, the screen is increasingly the primary interface with all types of media – from publishing, to radio, to out-of-home.

Screens have a proven track record in delivering effective commercial messaging. They're like catnip for consumers, activating our brains in ways few other mediums...

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