LAS VEGAS — The proliferation of devices puts more pressure on advertisers to make sure the content is not just technically optimized for the right screen, but also contextually relevant, says Stewart Easterbrook, CEO of Starcom MediaVest Group in the United Kingdom in an interview with Beet.TV's Ashley Swartz at the just-wrapped Consumer Electronics Show.
Marketers and broadcasters need to be sophisticated about how appropriate the content is for different screens, sizes and contexts, being aware of where consumers are when watching various devices, he explains. That includes connected TVs too, which are gaining traction in many European markets. For instance, the United Kingdom is seeing 60% penetration rates for connected TVs. "It's a case of going back to basics and understanding the core message the advertising is trying to communicate and making sure they get that powerfully across the greatest communications opportunities," he says. For more insight into device diversity, check out this video interview.
Editor's Note: This segment has been produced as part of a series of coverage of CES sponsored by SMG, Starcom MediaVest Group