LONDON — In a multi-screen advertising universe, what’s the role of TV anymore? First amongst many but merely the seed for all, says one digital ad boss.

“Our approach is integrated screen planning – we see all TV screen content as video,” SMG’s EMEA director of performance marketing and mobile development Richard Hocking tells Beet.TV.

“The traditional 30-second TV spot is the trailer for a much more engaging experience across other screens. It’s what connects all the others together. When you layer on additional video screens, the results are really impressive indeed.”

SMG uses VivaKi’s Audience On Demand (AOD) to unify its multi-screen programmatic video ad sales.

This interview was part of Beet.TV’s “London Sessions” presented by YuMe, produced at the Starcom MediaVest offices in association with VivaKi.