Media strategies for multiscreen viewing
This article is part of a series of articles on media strategies for multiscreen viewing. Read more.
Traditional cross-channel strategy, namely the use of each media channel for a given strategic brand purpose, is not a new concept in the industry. It wasn't long ago when developing a brand engagement approach was straightforward and required simpler choices. At that time, the underpinning of strategic decision-making was built on data, just as it is today, but the main difference is the level of granularity that was available then and now. The depth of information...