Drive for Multi-Screen Marketing to Dominate 2014, Says Millward Brown's Annual Digital & Media Predictions

Drive for Multi-Screen Marketing toDrive for Multi-Screen Marketing to Dominate 2014, Says Millward Brown's Annual Digital & Media Predictions PR Newswire LONDON, December 10, 2013 Agency sees growth in screen-agnostic planning and believes multi- screen minimalism will be key to success Millward Brown, the world's leading expert in helping clients grow strong brands, today released its annual digital and media predictions for the year ahead. Authored by Millward Brown experts from around the world, the report identifies the need for marketers to better understand consumer behavior across devices and adjust their investment accordingly as the primary challenge for 2014. Marketers will need more in-depth audience planning insights into when, where and how different consumers are using different devices in a year when content will simply be viewed on the most convenient screen. They will also need research tools that assess communications effectiveness across screens and help them understand the roles of different screens in the path to purchase. This information will allow marketers to maximize audience and deliver cost- effective reach across devices as part of a screen-agnostic planning process, while providing the confidence to adapt channel plans to new consumer behaviors.