In today’s cross-media world, consumers not only have a vast array of options for what media content to consume, they also have more options than ever as to how they consume it.
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The consumer choice among TV, desktop or mobile depends on a number of factors, such as content availability, convenience and the individual’s personal preference at a specific moment. Given this fragmented nature of today’s consumer, media companies are maximizing their audience reach by building a strong content presence across multiple platforms.
To demonstrate how a cross-media brand reaches audiences on TV, desktop and mobile, we conducted an analysis for CNN, a brand with a strong and well-established presence on each of these platforms. Insights from the study show how: