In India, content is not confined to a single platform

Quality content is available across many formats and ABP Network’s chief revenue officer Mona Jain shows how media planning can and ought to be screen-agnostic.

Content is still king with a manifold increase in options for finding good quality content. For ABP Network’s chief revenue officer Mona Jain, this means marketers need to follow consumers across screens and she sets the context for how media planning can become screen-agnostic.

“More than a decade ago when we used to present our strategy to advertisers or brand managers, there used to be a consistent slide: ‘content is the king’,” said Jain. “Back then, the audience would go where they find good quality content. At that point of time, television was the medium and one would pick between...

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