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We are living in a world of 24/7 connectivity, accessing our content on our own terms, and we like it that way. Around the globe, more than three-quarters (76%) of respondents in a Nielsen online survey of digital attitudes and behaviors say they enjoy the freedom of being connected anywhere, anytime. While consumers clearly love this flexibility, it represents a huge challenge for brands and content providers vying for our attention in a fragmented viewing arena.
Due to the proliferation of digital devices and access points, including TVs, connected TVs, smartphones, PCs, tablets and gaming consoles, we’ve entered a new era of entertainment and advertising. The traditional boundaries between devices and formats have blurred, and content once confined to a single device can now be delivered across multiple platforms. And it’s not just devices and platforms competing for our time and attention—fragmentation is occurring within mediums, too.