...This data illustrates how the quintessential picture of linear TV viewing is dramatically evolving as tech-savvy viewers with new consumption appetites enter the picture. Consumers can now select their preferred screen based on the type of content they wish to view, and each device supports a unique need. This allows media consumption to become even more ubiquitous and transcend the boundaries of time and place.
In his recent report, my colleague Jim Nail reveals that this modern pattern of media consumption gives marketers new opportunities to harness the power of video and tell their brand stories. However, in order to do this successfully, marketing professionals must “factor in different attention and engagement by platform.” As Jim says, “up to this point, advertisers have largely assumed that a video ad performs similarly whether it’s on TV, online, or on a mobile phone . . . TV may still have the larger audiences, but the smaller, more attentive audiences on other devices may drive higher message communication.”...
Here's what Anjali Lai says marketers and PR pros need to know about the evolution of video and how to get results from social marketing in the future.