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In today's consumer video viewing environment screen fragmentation is a reality every media planner/buyer must face. A brand's target audience watches video on mobile phones, tablets, PCs, connected TVs, and traditional linear TV at all times of the day. Which screen should advertisers focus on and why? Which screen is the most emotional, which one garners the most attention, and which one has the best ad recall? Any media planner interested in cross-screen campaign planning will learn valuable lessons watching/reading this study.