​​​​​Technology has reinvented how consumers watch TV

In today’s multi-screen environment brands have more opportunity to engage with viewers - the challenge is that there are many different viewer journeys to understand. Today’s viewing habits are fragmented across many screens, and this trend is only going to deepen. 

As screens on smartphones, PCs and tablets play different roles in the total viewing experience, “tuning in” will become even more varied. The size of the screen will increasingly dictate content’s format; from a two-minute narrative on a smartphone, to trailers on a PC, to watching films on TV.

So we need to understand the viewer’s multi-dimensional, multi-screen experience. This means device-level measurement with individual level viewing behavior to maximise the long-tail that delivers advertisers highly targeted audiences. When will this become a reality?

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