Second screening may have interactive advantages for content platforms but for advertisers, multiple devices means multiple players and a whole host of challenges.
For advertisers, delivering integrated, measurable campaigns across multiple platforms is an objective worth fighting for – even if achieving that objective is fraught with difficulty.
Advertisers want to use a range of media to reach their target audience, but delivering integrated cross-platform campaigns in the context of TV on its own is challenging enough. The fragmentation of video distribution between linear broadcast, live and non-linear streaming, and the use of both shared (TVs) and personal (mobile phones) devices has turned the planning and execution of TV campaigns into something like a game of three-dimensional chess.
Standard challenges
Challenges that stand in the way of effective cross-platform targeting of campaigns include...
You are not signed in
Only registered users can read the rest of this article.
MWC 2026: Telcos confront the hard economics of 5G
With global 5G coverage now surpassing 50% of the world’s population, but consumer willingness to pay barely shifting, operators at MWC argued that the next chapter must be defined by utilisation.
Kickstart Day 2026: Latest PoCs and partnerships promise most exciting year yet
More than 200 industry leaders gathered at BBC Broadcasting House for the 2026 IBC Accelerators Kickstart Day, taking place on 25 February.
MIP London: “A lot of creators feel held hostage by algorithms”
Digital creators, television producers, platforms, distributors, buyers, and brands across all genres gathered at the IET and Savoy Hotel this week to attend the second-ever iteration of MIP in London.
Sundance: Representation matters, today more than ever
As minority communities face attack in the US, two new films screened at Sundance Film Festival offer powerful takes on Latino American and Chicano culture.
IBC Content Everywhere: Keeping the customer
Consumers have a lot of choices these days when it comes to streaming video content. Indeed, the sheer number of available services can seem overwhelming, leaving customers with often difficult decisions to make about which services to choose, especially when they already have several other demands on their wallets. In this piece, Content Everywhere companies explore what streaming providers can and should be doing to retain existing customers and attract new ones where possible.
