The media landscape has seen a major transformation over the last decade. Gone are the days when the entire family used to sit in one room and watch the favourite TV program aired at a definite time. Rapid improvement in technology, increasing internet penetration (especially mobile internet), emergence of social media platforms and proliferation of multiscreen device usage have all played a role in making the media landscape more complicated than ever before.
The rapidly changing pattern of media consumption has posed a lot of challenges for the brands as they try to decode what works in digital and how...