LONDON — The proliferating number of media screens means advertising  campaigns now have to be conceived across channels – but technology vendors can help ease the pain, a panel of ad execs agrees.

“We should be talking about the whole multi-screen element,” GroupM digital director Krishan Patel tells Beet.TV… “being able to target campaigns holistically across device, rather than specifically across these channels.”

If that sounds like an ad-planning headache, IAB UK data and industry programmes head Steve Chester says the answer is straightforward: “It’s about understanding what people are doing throughout the day and how they are using the devices, knowing the frame of mind they are in and giving them the right ad at the right time.

“There are many (ad) platforms out there that all do responsive design… you just have to know what frame of mind someone is in, and that just determines the creative you show them. You do it once and publish many times in an automated fashion, there are companies out there to do it for you.”

This video was recorded  at the Beet.TV programmatic video leadership summit sponsored by Videology, hosted by Xaxis at the London offices of GroupM.