Media strategies for multiscreen viewing

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

The IPA's latest TouchPoints research reveals that we are a nation increasingly obsessed with media multitasking. The study found that nearly all adults in the UK (92%) consume two or more different types of media in the same half hour, with over a quarter admitting to flitting between more than three. As the media landscape becomes more crowded, it could be argued that this fickleness allows advertisers and marketers to poach audiences with greater ease than ever before, creating a real headache for planners seeking to engage meaningfully with their audiences.

However, there is an important alternative view that multiscreening presents a media opportunity rather than a threat, with the potential of real commercial advantage for those who get it right. At the heart of this is the notion that context must be treated with the same respect as content.