Media strategies for multiscreen viewing
This article is part of a series of articles on media strategies for multiscreen viewing. Read more.
Marrying a traditional medium such as TV with the often complex and fragmented world of online video and mobile is no easy task. As the pace of technological advancement continues to surge, we are increasingly seeing solutions to overcome some of these challenges. Even in a far-from-perfect world, however, with some astute audience insights and thoughtful planning, it is possible to design and build integrated media strategies which deliver against client objectives, while simultaneously appealing to audiences. The industry will continue to push for more standardised measurement and technological integration to better connect channels and deliver unified advertising solutions. But there are a number of key considerations that brands can employ, right now, to maximise their investments across TV, online video and mobile.