Technology

Understanding the Value Proposition of Video Across Platforms

The maturing of the integration of video across platforms is creating exciting marketing possibilities for reaching tech-savvy consumers.

- By Karen White

The convergence of television and mobile technology is producing new market dynamics and exciting marketing opportunities. This is particularly true in the use of video across platforms as consumers are increasingly able to free themselves of the television and still watch favorite shows on laptops, tablets, and mobile phones. As consumer habits and preferences change, so must marketing approaches. There are many implications for businesses that want to remain competitive, including the need to develop advertising campaigns for a variety of platforms and to make use of new video technologies like augmented reality. Eventually, there is likely to be total integration of television and online video advertising so grasping the possibilities now is critical to sustainable competitiveness. Video across platforms gives...

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