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.
ISE 2026: Thriving on an integrated identity
A show that mixes a vast number of different business areas shouldn’t work, but it does because the underlying technology is finally integrated.
Winter Wonderland: All the tech at the Milano Cortina Olympics
Between first-person-view drones, expanded real-time 360° replays, and a massive virtualised production setup, Milano Cortina 2026 is set to be a major step forward in immersive, scalable, and sustainable Olympic broadcasting.
Creator. Experience. Streaming: The new economies of broadcast AV
As brands, corporates, and creators claim their stake in the content landscape, the boundaries between broadcast and professional AV are dissolving. No longer just a convergence, the broadcast AV landscape is now shaped by new economies of creation, experience, and streaming.
AI and the media revolution: A look ahead to 2026
January has only just come to an end, but we are already looking ahead to the next IBC, which takes place as usual at the Amsterdam RAI in September. In the meantime, Content Everywhere companies are polishing their crystal balls and making predictions about what might lie ahead for the video and streaming industry during the next 12 months.
FutureTech 2026: “Align on innovation, and it accelerates”
From imaginative politics and shifting approaches to innovation to adaptable governance of technology, no topic was off the table at this year’s DTG’s FutureTech. George Jarrett reports.
