What we know about multiscreen media planning

Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

Multiscreen media consumption is happening across audiences and markets. It brings with it challenges for brands in how they manage media planning, as consumers have adopted new technologies much faster than research methodologies have evolved. Choosing the right approach to measure the basics, along with embracing the engagement that these platforms offer, will help advertisers deliver well rounded and effective communication. 


Multiscreen planning is defined as the practice whereby more than one screen is used in a campaign. This can span on and offline media channels, such as television and digital. It also applies to the use of more...

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