In today’s fragmented multiscreen TV ecosystem, advertisers are facing new challenges when it comes to reaching audiences. As viewers choose between multiple screens and platforms, a diverse multiscreen TV strategy has become key to meeting audiences where they are.
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The world of multiscreen TV advertising is in constant motion. It seems every day there is a new technology or offering that promises to upend the industry. Advertisers want simplicity and performance from their media spend, and yet it’s increasingly hard to discern what moves the needle and what is just sales spin.
For many advertisers, news programming offers a trusted and effective environment. But some brands avoid it, convinced that proximity to unpredictable news coverage will unwittingly associate them with controversial or negative content. However, research shows that these fears are unfounded.
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