The document discusses how advances in technology and changes in consumer behavior have led people to consume content anytime and anywhere across multiple devices. This means that brands need to plan their video and content strategies across different devices and platforms. MediaCom believes that cross-device video advertising is important for brands because it allows them to create tailored content for different platforms and rely less on traditional media. The agency is helping its clients develop great content that achieves high visibility across different outlets and extends the reach of TV campaigns through integrated digital strategies aligned with retail events. Examples of successful cross-device campaigns for T-Mobile and VW that received many video views and increased sales are provided.

1. Demystifying
Cross-Device
Video
Advertising

2. Demystifying Cross-Device Video
Advertising
Why brands
What do
should be And what are we
MediaCom think
planning their doing for our
about cross
content/video clients in this
device video
strategy across space?
advertising?
devices?

3. Why should brands be planning their
content/video strategy across devices?

4. So why do they do it……
Advances in
technology which
has driven a
change in
consumer
behaviour and
consequently
expectations

5. So what has changed in tech?
Platform
Consumer
technology Infrastructure
devices
advancement

6. This has led to a change in
consumer behaviour
We watch our
content
Multi screen Socialising
anytime,
behaviour content
anywhere/on
any device

7. So what does that mean for
agencies/brands?
Well it redefines how we plan campaigns
Create layers of content
Tailored content relevant to the
platform
Our focus is now on “earned
media”
We can now plan campaigns that that no longer rely upon traditional
media
Creativity is now more important than
ever

8. And what are
we doing for
our clients?

9. T Mobile Life is for Sharing
Developing Empowering
Different
great content high visibility
Pitches for
– is already distribution –
different
50% of the owning the
outlets
success conversation
RESULTS
T-Mobile Royal Wedding: 22 M+Views

10. T Mobile Life is for Sharing

11. VW Passat campaign with Darth
Vader
Maximise Extend the Align retail
awareness by reach of TV with
events with
harnessing the an integrated
your content
buzz around a multi-platform
digital strategy distribution
big event
RESULTS
+50M views
#1 organic search position,
+32% YoY retail sales
Cannes Lion Awarded

12. VW Passat campaign with Darth
Vader