ADVERTISING AND SCREEN PROLIFERATION
The present study is about the screen proliferation that has changed the consumers behaviour,
and about the initiatives of the marketers to engage their ad campaigns across screens. To analyse how the
advertisers integrate in their strategies the new technologies, and develop new platforms in order to win,
or to survive, in the so called „Battle of the Screens”. I agree with, even the marketers cannot ignore the
smartphones and the tablets, the ”classic” screens, as cinema and TV, continue to be reliable supports for
the advertisers. Finally, the study takes into account some strategies to produce quality content in today’s
hyper-connected environment.
ADVERTISING AND SCREEN PROLIFERATION.
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ADVERTISING AND SCREEN PROLIFERATION.
Autori:
Liana
Ionescu
Rezumat
The present study is about the screen proliferation that has changed the consumers behaviour,
and about the initiatives of the marketers to engage their ad campaigns across screens. To analyse how the
advertisers integrate in their strategies the new technologies, and develop new platforms in order to win,
or to survive, in the so called „Battle of the Screens”. I agree with, even the marketers cannot ignore the
smartphones and the tablets, the ”classic” screens, as cinema and TV, continue to be reliable supports for
the advertisers. Finally, the study takes into account some strategies to produce quality content in today’s
hyper-connected environment.
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