online progammatic mnix multiscreen explosion

THE MULTISCREEN EXPLOSION

trends & solutions

IT ALL BOILS DOWN TO TWO POINTS

1. CONSUMERS USE MORE DEVICES.

2. THEY SPEND MORE TIME ON

THEIR DEVICES.

3

THE LINE BETWEEN ONLINE AND OFFLINE WORLDS IS BLURRING.

Digital innovations are focused on bringing consumers together and

streamlining their lives.

• Today, nearly everyone uses the internet (90% of the U.S. population),

and phones are hubs for instant and endless access to every person,

place, and thing imaginable.

• Not only are consumers changing their media habits, they’ve increased

the amount of devices they have and the amount of time spent on

these devices has skyrocketed.

• Consumers are using multiple screens better, faster, and smarter, and

expect advertisers to keep up with them. They want high quality experiences

from the brands they engage with.

SETTING THE STAGE

Source: eMarketer, December 2015.

4

THE MULTI-SCREEN CONSUMER

And this is pretty much the same across the generational spectrum.

= the average number of devices

U.S. consumers use daily.

Source: Forrester, October 2015.

5

WHEREVER PEOPLE GO, THEIR DEVICES GO WITH THEM.

360° CONNECTIONS

Source: Forrester, October 2015.

6

MOBILE OUT IN FRONT

TIME SPENT WITH MOBILE IS OUTPACING TIME

SPENT WITH ANY OTHER DIGITAL MEDIUM.

The Mobile Mind Shift: People expect that any information they

need will be available, on demand, on whatever device they have.

• More than 90% of smartphone users look up information while

they are in the middle of another task.

• 80% use phones to decide what products to purchase in-stores.

TIME SPENT PER DEVICE

Source: Harvard Business Review, November 2015.; eMarketer, October 2014.

442B

min.

124B

min.

429B

min.

7

BEING A COUCH POTATO IS IN

ALL EYES ON DIGITAL.

• 70% of U.S. internet users watch TV, film or video

online. 51% of the total population does the same.

• 44% of consumers have binge watched TV shows.

• Binge watching is encouraged and has become part

of our mainstream vernacular. Even brands are

capitalizing on this trend.

• Netflix & Chill

• Amazon Show Hole

• Xfinity Watchathon Week

VIDEO FOR EVERYONE

While younger generations are more

likely to watch TV online, all generations

are getting in on the action.

• Gen Z: 64%

• Gen Y: 67%

• Gen X: 55%

• Younger Boomers: 39%

• Older Boomers: 35%

• Golden Gen: 24%

SourceS: Mintel, October 2015.; Forrester, October 2015.; eMarketer, December 2015.

8

GETTING IN ON THE ACTION

I. CROSS-DEVICE

TARGETING

• The practice of identifying and

delivering a specific audience,

across all of their devices.

• Growth is hinged on finding a unique

identifier that ties the individual

user across their desktop/laptop,

mobile, and tablet.

II. CONNECTED TV

• TV sets connected to the

internet through built-in

internet capacity or via

another device (e.g. game

console, set-top box).

• Growth is driven by tech

advancements and digital

video streaming services.

III. TV VIEWERSHIP

TARGETING

• Connects the dots between

traditional TV advertising and

online advertising.

• Allows brands to target online

consumers based on their

television viewing habits to

continue conversations with

key audiences.

AS THE NUMBER OF DEVICES AND TIME SPENT WITH MEDIA

INCREASES, A HOLISTIC LOOK AT THE INDUSTRY WILL HELP

CAPITALIZE ON THESE BROADSTROKE TRENDS.

I. CROSS DEVICE TARGETING

trends & solutions

10

AUDIENCE-BASED BUYING

CROSS DEVICE TARGETING FOCUSES

ON REACHING CONSUMERS ACROSS

ALL THEIR SCREENS—DESKTOP,

LAPTOP, MOBILE, AND TABLET.

As consumers are increasingly getting content across all

devices, brands are eager to run campaigns that will reach

them no matter what device they pick up.

INDUSTRY PERSPECTIVE

“It’s becoming less and less the case that

marketers or brands are looking to reach

their chosen audience on a single device

or screen at a time—they’re looking to get

a lot more holistic.”

– Joe Lasxolo, VP of Industry Initiatives, IAB


11

BUYERS AND SELLERS ALIKE SEE THE VALUE IN REACHING

AUDIENCES ACROSS ALL SCREENS, BUT IT’S STILL IN THE

NASCENT STAGES.

Few companies feel satisfied with their cross-device targeting strategies.

Most agree it is vital but there are gaps in the execution.

• 6% agree their current solution provides an adequate single view of their customers.

• 43% agree they that have a solution in place, but there are still some gaps in coverage

of devices, touchpoints, and data.

First-party data helps make cross-device targeting a reality, but brands and

consumers both feel anxiety about protecting and giving data.

SLIGHTLY SKEPTICAL? YOU’RE NOT ALONE


12

CRACKING THE CODE

FIRST-PARTY DATA COLLECTION IS

PARAMOUNT, BUT NOT EASY.

If you have first-party data, you have a better shot at

successfully leveraging a cross-device campaign, but

that comes with its own risks about privacy.

• Increasingly, email addresses are the primary first-party

identifier. They are the simplest way to identify cross-device

usage because people use their email login across multiple

devices and platforms.

• As brands continue to collect data, consumers will become more

concerned about privacy—50% of U.S. internet users already say

privacy is a concern.

• To address these concerns, brands must be transparent about

how they intend to use consumer data.

INDUSTRY PERSPECTIVE

“Email was the first cross-device

channel. You sent an email to

someone and they could open it on

their computer, on their phone, or on

their tablet. You send them one

email. You don’t send them three

emails for three different channels

they might be on. And so, the email

address is basically a cross-device

identifier.”

– Nick Jordan, SVP, Global Strategy,

Tapad

Source: AdAge, January 2016.; eMarketer, December 2015.

13

IN THE ABSENCE OF A SINGLE IDENTIFIER IN THE

CROSS DEVICE ARENA, COMPANIES MUST BE

CREATIVE TO SEE THE CROSS-SCREEN PICTURE.

Using a combination of deterministic and probabilistic

logic continues to be the only method for bridging

cross-device identities.

• Deterministic: Match device by known user logins across devices (e.g. email).

• Probabilistic: Match which devices are connected to a user based on behaviors.

WHAT’S POSSIBLE TODAY

Source: AdAge, January 2016.; eMarketer, December 2015.

14

REACH USERS WITH CONSISTENT MESSAGING ACROSS

EVERY DEVICE—DESKTOP, LAPTOP, MOBILE, AND TABLET—

AND BROWSWER.

How it Works

• A pixel is placed on your website and/or creative in order to build a

first-party audience pool.

• Leveraging our data partner, Tapad, we match your first-party audience

with a device graph that finds related device identifiers for each user.

• With a unified list of associated devices for each user, your reach and

number of devices is broadened by 3X, allowing you to target users with

cohesive messaging and relevant creative for each screen.

MNIx SOLUTIONS:

CROSS-DEVICE TARGETING

15

MNIx CROSS-DEVICE TARGETING:

SOLVING THE PROBLEM

TAPAD’S DEVICE GRAPH USES

PROBABILISTIC AND DETERMINISTIC

METHODOLOGY TO IDENTIFY USERS

ACROSS DEVICES.

• First, Tapad makes the connection with probabilistic data gathered

through proprietary algorithms that continuously clean, update, and

analyze trillions of data points, including:

• Device proximity data: If devices are always seen with one

another, they are likely related.

• Browsing patterns: The types of sites and content that devices

consume help Tapad pinpoint a likely user.

• Time-based clues: By analyzing when devices wake-up and

sleep, they can predict who is likely waking up and going to

sleep with them.

• Next, they validate the connection with deterministic data, including

first-party user identifiers such as logins, which are used to verify

connections and advance their algorithms.

MATCHING DEVICES

USING BOTH

PROBABILISTIC AND

DETERMINISTIC DATA

IMPROVES CAMPAIGNS.

• Scale and accuracy come

together with high fidelity.

• Data is usable across the

entire online ecosystem.

• Brands enjoy data control.

• Privacy remains intact.

• Measurement is not comprised

by limited insight or match

rate fidelity.

• Capability to continuously refine

and improve modeling.

II. CONNECTED TV

trends & solutions

17

CONNECTED TV (CTV)

A TV set connected to the internet through built-in

internet capacity (smart TV) or via another device:

THE LINGO OVER-THE-TOP (OTT) VIDEO SERVICE

Any app or website that provides streaming video

content over the internet and bypasses traditional

distribution.


GAME CONSOLE

SET-TOP BOX

STREAMING STICK

18

UNCLUTTERED AND ENGAGED

CONNECTED TV IS THE MOST RAPIDLY GROWING

SCREEN BASED ON TIME SPENT YEAR OVER YEAR,

BECAUSE IT OFFERS AN UNCLUTTERED ENVIRONMENT

AND ENGAGED AUDIENCE.

It best captures consumers who want to view TV when they

want it, where they want it.

• 54% report wanting to watch TV shows or movies online because they

want to watch on their own schedule.

As consumers are changing the way they are watching,

marketers are responding.

• Recent reports indicated a 43% growth in ad views YOY and a 50%

and 140% YOY growth in authenticated ad views on long-form and

live content, respectively.


19

GROWTH DRIVERS:

CONNECTED TV TECHNOLOGY

GROWTH WILL COME FROM NEW WAYS TO ACCESS CONTENT.

U.S. connected TV users will gradually shift away from

legacy technologies such as DVD, Blu-ray players, and

even game consoles, toward new, more portable set-top

boxes and streaming sticks.

• Smart TVs are not the end-all-be-all people once thought

they were. While some people have them, they are not hugely

popular because there are more affordable ways to connect.

• Set-top boxes like Roku and Apple TV are poised for growth,

but their $100 price point is not ideal.

• Streaming sticks are leading to exponential CTV growth because

they come at such a low price point and are easy to use.

• Game consoles will remain the biggest connected TV device

for users, but their share will decrease as streaming sticks close

the gap.

2016 Users

(Millions)

2019 Users

(Millions)

Connected

Game Console

54.3 59.6

Smart TV 34.7 41.5

Blu-ray Player 27.9 26.6

Google

Chromecast

30.2 50.2

Roku 25.0 32.0

Apple TV 20.5 25.0

Total 163.8 200.8


20

GROWTH DRIVERS:

OTT SERVICES

THIS YEAR, 70% OF U.S.

INTERNET USERS WILL

USE OTT SERVICES.

• Individual users will reach 163.8M users.

• Households will experience double digit growth.

• 80M households

• 65% of U.S. population

• By 2019, 89.3% of digital video viewers will use

OTT services.

TIME SPENT IS ALSO

INCREASING.

OTT programming will grab an increasing amount of

internet users’ television time in the coming years, as

viewers turn to such devices for long-form, live content.

• OTT time will increase 425%.

• 2014: 3.6 hours per week

• 2020: 18.9 hours per week

• Connected TV is first replacing hours previously spent

with traditional TV. Next, it is expanding time spent

due to the ease (and social acceptability) of binge

watching.


21

BACK TO THE LIVING ROOM

LONG-FORM CONTENT HAS BIG COMPANIES POISED FOR GROWTH,

BRINGING THE CONSUMER BACK TO THE LIVING ROOM.

Access to OTT services happens across all devices, but

there is a strong connection between OTT and the living

room—58% prefer to watch TV programs on actual TVs.

• 65% of Hulu viewers prefer to connect in the living room.

• 56% of Amazon viewers prefer to connect in the living room.

• 55% of Netflix viewers prefer to connect in the living room.

• While YouTube is the most adopted content provider, their

platform is all about short form video, and is most commonly

consumed on a smartphone or tablet.

The majority (82%) subscribe to services because of their convenience.

2016 Users

(Millions)

2019 Users

(Millions)

YouTube 176.1 187.8

Netflix 126.9 143.0

Amazon 73.2 88.6

Hulu 67.0 82.2

Total 186.9 199.6


22

CUTTING THE CORD

AS CONNECTED TV AND OTT SERVICE

USAGE GROWS, USERS WILL START

CANCELING THEIR TRADITIONAL TV

SUBSCRIPTIONS.

• In 2014, nearly 8M Americans cut the cord, a 44% increase

from previous years.

• This year, the number of U.S. households subscribing to

cable and satellite will drop below 100M.

• By 2018, one-in-five U.S. households will not subscribe to

cable or satellite TV.

KEY LINGO

• Cord Cutter: An individual or

home that had a TV subscription

and cancelled it.

• Cord Neverer: An individual or

home that has never had a TV

subscription because they are

able to make due with digital

content. Mostly Gen Z and

Millennials.

Source: clearbridge mobile, 2015.; eMarketer, December 2015.

23

MNIx SOLUTIONS:

CONNECTED TV

DELIVER HIGH VIEWABILITY, FULL SCREN BRAND VIDEOS

TO CONSUMERS ACROSS CONNECTED TVS.

How it Works

• Reach users accessing online video content through applications on their Connected TVs.

• Connected TVs include sets with built-in internet capacity or through another device, such

as a Blu-ray player, gaming console, or set-top box.

Formats and Executions

• :15 and :30 second video ads.

• Ads play full screen on the TV before and between content streaming.

• Ads are unskippable, delivering superior completion rates and 100% viewability.

• Target users by geo-, demo-, daypart, device, ISP, and more.

III. TV VIEWERSHIP TARGETING

trends & solutions

TRADITIONAL TV IS ALIVE AND WELL

THE MAJORITY OF TV TIME STILL

OCCURS IN TRADITIONAL CHANNELS.

While connected TV is an extension of traditional linear viewing,

60% of U.S. internet users’ weekly time spent watching TV

or video content still occurs on traditional channels, which

includes appointment viewing as well as time-shifted and on-

demand viewing via pay TV services.


26

MULTI-TASKING IS KING

CONSUMERS MOST COMMONLY

ENGAGED WITH A DIGITAL DEVICE

WHILE WATCHING TV.

78% of adults access the internet during shows, making digital

media the single biggest distraction from the main screen.

THE BIGGEST OFFENDERS

Second screen activity

generally correlated with age—

younger users engage in more

multitasking than older ones.

Live sports often stimulate multiscreen

activity. During the game

• 29% check scores and stats

• 22% check the weather

• 17% go to the team website

Top

Activities

During the

Show

During

Commercials

Checking email 70% 84%

Visiting social media 64% 71%

Texting 32% 43%

General internet searches 29% 37%

Online shopping 26% 28%

Source: eMarketer, October 2014.

27

AUDIENCES AREN’T JUST PASSIVELY WATCHING CONTENT

ANYMORE—THEY ARE INCREASINGLY ACTIVE, CONSUMING,

SHARING, AND INTERACTING.

Consumers want to talk about what they are watching.

• In 2014, 1B tweets were sent about TV programming

Sharing on social while watching TV creates a human element.

• As more and more consumers spend time in front of screens, interacting

with other people through screens validates their behavior.

FUELED BY SOCIAL

Source: Mintel, October 2015.; eMarketer, October 2014.

28

MNIx SOLUTIONS:

TV VIEWERSHIP TARGETING

COMPLEMENT YOUR TRADITIONAL TV CAMPAIGNS

AND REACH TV VIEWERS ONLINE.

MNIx partners with the industry’s leading TV audience data providers, Rentrak

and Nielsen, to deliver superior TV viewership targeting, leveraging hundreds of

standard and custom segments to pinpoint your audience.

Applications

• Reach users who have seen your TV ad.

• Target users who have been exposed to a competitor’s TV ad.

• Reach light and non TV viewers, or those exposed to your TV campaigns.

• Plan your digital campaigns to coincide with your TV ad schedule.

PARTNERS

29

MNIx TV VIEWERSHIP TARGETING:

DATA-POWERED AUDIENCES

NIELSEN

Data Collection

Nielsen data is sourced from a panel of 55K people

representative of the U.S. population. Leveraging

look-alike modeling, Nielsen is able to create

hundreds of scalable online audience segments.

Sample Segment Types

• Genre: Reality, sports

• Viewer type: Heavy, medium, light, non viewers

• Daypart: Late night, prime time

• Program clusters: Family fun, true crime

• Custom segments: specific program, ad attributes

RENTRAK

Data Collection

Rentrak data is collected directly from 18M household

set-top boxes through strategic partnership with major

TV providers, including Dish, Direct TV, Cox, AT&T,

and Charter. This data is compiled to provide over 300

targetable syndicated TV segments.

Sample Segment Types

• Genre: News, home shopping

• Daypart: Weekday prime, weekend daytime

• Network: Over 250 networks

NIELSEN TV SEGMENTS GENERAL

Broadcast TV Channels

Cable TV Channels

Syndicated Shows

VIEWER TYPE

Heavy TV Viewers

Medium TV Viewers

Light TV Viewers

Non TV Viewers / Cord Cutters

DAYPARTS

Early Fringe TV

Late Night TV

Prime Time TV

Weekday Daytime TV

Weekday Morning

Weekend Daytime

GENRE

Adult Animation

Adults Exposed to Kids Animation

Adventure

Awards

Comedy

Crime / Mystery

Daytime Drama

Drama

Game

Music

News

Reality / Variety

Sci Fi / Fantasy

Spanish Language

Sports

Sports – MLB Baseball

Sports – NFL Football

PROGRAM CLUSTERS

Action Movies and More

Adventure Reality

African American Movies

African American Reality

African American Retro Sitcoms

Baseball Enthusiasts

Basketball Enthusiasts

Business

Business Reality

Cartoons For Grownups

Cartoons For Kids

Conservative News

Curiosity

Earth's Secrets

Extraterrestrials

Family Fun

Family Starters

Family-Friendly Sitcoms

Fantasy

Food and Fashion Competition

Food Ethnography

Football Enthusiasts

Gearheads

Glam and Gossip Celebs

Glam and Gossip Non-Celebs

Golf Enthusiasts

History Business

History On The Road

Knowledge Based Competition

Live Action For Kids

Military Buffs

Movie Nights

Mystery

Non-Conservative News

Nostalgia

Old School Cartoons

Real Estate and Renovation

Reality Fugitives

Reality Hispanic

Rough and Tumble

Scene Of The Crime/Investigation

Science Fiction

Shockers

Sitcom Enthusiasts

Slick, Glossy Broadcast: First Run

Slick, Glossy Drama: Syndication

Soccer/Futbol Enthusiasts

Sports Geeks

Supernaturals

Talent and Skills Competition

Teens

Telenovelas

The Great Outdoors

Thrills and Chills

Traditional Sitcoms: Syndication

True Crime

Variety and Chat Hispanic

Violent, Gritty Dramas

Weather and Nature

Wrestling Enthusiasts

Young Culture

CUSTOM SEGMENTS

Specific Program

Ad Attributes

GENRE Action/Adventure

Animation

Comedy

Cooking

Documentary

Drama

Educational

Foreign Language

Game Show

Home & Garden/ Home

Improvement

Kids

Movies

Music

Thriller/Horror

News

Paid Programming

Politics/Public Affairs

Reality

Religious

Science Fiction/Fantasy

Soap Opera

Sports

Talk

Travel

Variety

Home Shopping

DAYPARTS Weekday Early Morning

Weekday Daytime

Weekday Early Fringe

Weekday Prime Access

Weekday Prime

Weekday Late Fringe

Weekday Overnight

Weekend Early Morning

Weekend Daytime

Weekend Early Fringe

Weekend Prime Access

Weekend Prime

Weekend Late Fringe

Weekend Overnight

NETWORKS 5StarMAX

A&E

Aapka Colors

ABC

ABC Family

ActionMAX

Al Jazeera America

American Heroes Channel

American Movie Classics

Animal Planet

AXS TV

Baby First TV Network

Bandamax

BBC America

BBC World News

beIN Sport

BET: Black Entertainment

Television

Big Ten Network

Bloomberg Television

Boomerang

Bravo

BYU Television

Cartoon Network

CBS

CBS Sports Network

Centric

Centroamerica TV

Chiller

Christian Television

Network (Broadcast)

Christian Television

Network (Cable)

Cine Mexicano

Cinelatino (Espanol)

Cinemax

Classic Arts Showcase

CMT: Country Music

Television

CNBC World

CNBC: Consumer News &

Business Channel

CNN

CNN Espanol

Comcast SportsNet Bay

Area

Comcast SportsNet

California

Comcast SportsNet Chicago

Comcast SportsNet Mid

Atlantic

Comcast SportsNet New

England

Comedy Central

Cooking Channel

Crime & Investigation

Network

CSPAN 2

CSPAN: Cable Satellite

Public Affairs Network

Daystar Television Network

De Pel’cula

De Pel’cula Cl‡sico

Destination America

Discovery Channel

Discovery Channel en

Espanol

Discovery Familia

Discovery Family Channel

Discovery Life

Disney Channel

Disney Junior Channel

Disney XD

DIY: Do-It-Yourself

E! - Entertainment

Television

Encore

Encore Action

Encore Black

Encore Classic

Encore Family

Encore Suspense

Encore Westerns

Enlace

EPIX

ESPN

ESPN Deportes

ESPN2

ESPNEWS

ESPNU

Esquire Network

Estrella TV (Broadcast)

Eternal Word Television

Network

EVINE Live

Family Entertainment TV

Flix

Food Network

FORO TV

FOX

FOX Business Network

FOX Deportes

FOX News Channel

FOX Soccer Plus

FOX Sports 1

FOX Sports 2

FOX Sports Network

Arizona

FOX Sports Network Detroit

FOX Sports Network Florida

FOX Sports Network Prime

Ticket

FOX Sports Network San

Diego

FOX Sports Network

Southwest

FOX Sports Network West

Free Speech TV

Fuse

Fusion

RENTRAK TV SEGMENTS

RENTRAK TV SEGMENTS NETWORKS, CONT. FX Movie Channel

FX Network

FXX

FYI

Galavision

Game Show Network

GMA Pinoy

God’s Learning Channel

GOL TV (Spanish)

Golden Eagle Broadcasting

Golf Channel

Great American Country

H2

Hallmark

Hallmark Movies & Mysteries

HBO

HBO Comedy

HBO Family

HBO Latino

HBO Signature

HBO Zone

HBO2

HDNet Movies

Headline News

HGTV: Home & Garden

Television

History Channel

History Channel en Espa–ol

HITN TV

Horse Racing Television

HSN

IFC

Independent

IndiePlex

INSP

Investigation Discovery

Jewelry Television

LeSEA

Life OK

Lifetime

Lifetime Movie

Liquidation Channel

Logo

Longhorn Network

MAV TV

Mexicanal (Cable)

MGM

MHZ Networks

MLB Network

MLB Strike Zone

MoreMax

MSNBC

MTV Hits

MTV India

MTV Jams

MTV Tr3s

MTV: Music Television

MTV2

MundoFOX

My Network TV

Nat Geo Mundo

National Geographic Channel

National Geographic Wild

NBA TV

NBC

NBC Universo

NBCSN

New England Sports Network

(NESN)

Newsmax TV

NFL RedZone

NFL: National Football League

Network

NHL Network

Nick Jr.

Nickelodeon/Nick-at-Nite

Nicktoons

nuvoTV

Outdoor Channel

Ovation

OWN: Oprah Winfrey Network

Oxygen

Palladia

Pasiones TV

PBS: Public Broadcasting

Service

Phoenix InfoNews

Phoenix North America

Chinese Channel

Pivot

Pop Network

Pursuit

QVC Plus

QVC: Quality. Value.

Convenience.

RCN Nuestra Tele

Reelz

RetroPlex

Rural Free Delivery TV

Science

SEC Network

Shorts

Showtime

Showtime Beyond

Showtime Extreme

Showtime Showcase

Showtime Too

Smithsonian Channel

Sony Entertainment Television

Asia

Sony Movie Channel

Spike TV

Sportsman Channel

SportsNet New York

SportSouth

SportsTime Ohio

Sprout

STAR Plus

Starz

Starz Cinema

Starz Comedy

Starz Edge

Starz InBlack

Starz Kids & Family

Sun Sports

SundanceTV

Syfy

TBS: Turner Broadcasting

System

TeenNick

Telehit

Tennis Channel

The Church Channel (Cable)

The CW

The Movie Channel

The Movie Channel Xtra

The Weather Channel

The Word Network

TLC

TNT: Turner Network

Television

Travel Channel

Tri-State Christian Television

truTV

Turner Classic Movies

TV Asia

TV Japan

TV Land

TV One

TV5MONDE

TVE Internacional

Universal HD

Univision Deportes

Univision tlnovelas

Up TV

USA

V-me TV

Velocity

VH1

VH1 Classic

ViendoMovies

WAPA America

WGN America

Willow TV

Women’s Entertainment

Network

World Fishing Network

YES Network

Zee TV

THE RECAP

LEVERAGING THE MULTI-DEVICE USING,

ALWAYS ON CONSUMER IS CRITICAL

FOR BRAND SUCCESS.

Internet adoption is so commonplace that having an online strategy

is the baseline, not the luxury. As connectivity increases, the ways

people are consuming media is also shifting across both traditional

and digital sources.

To stay in the game, brands need to target consumers across all

screens and expand into new screens with relevant brand

messaging. The media mix should still include traditional efforts

through the lens of the digital audience.

online progammatic mnix multiscreen explosion

Documents