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...
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