Media strategies for multiscreen viewing

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

The fragmentation of the media landscape has been driven, somewhat paradoxically, by the increasing ubiquity of screens. They are everywhere. No longer just a means of orientating the furniture in your front room, the screen is increasingly the primary interface with all types of media – from publishing, to radio, to out-of-home.

Screens have a proven track record in delivering effective commercial messaging. They're like catnip for consumers, activating our brains in ways few other mediums can. They have addictive qualities and the potential to rewire our minds. Much discourse around modern parenting questions the access we give our young to the devices and displays that litter our lives, as well as challenging adults to question the impact that screen time has on their general well-being.