Advertising to captive audiences in their living rooms was once a job for one medium alone – the television. However, brands in the digital age have far more competition when vying for the attention of viewers than just those companies running spots in the same commercial break.
We live in an era where the second screen has become the most prominent competitor to the TV advert, as audiences turn to their smartphones, tablets and other connected devices to continue consuming content during breaks, or even while watching a show.
With this in mind, brands need to be more creative and adaptive than ever before to ensure their campaigns can still reach an audience that has more than one place to look. In addition, they need access to delivery platforms that allow them to deploy ads faster and across a wider range of channels and markets.