LONDON — Digital platforms no longer sit at the sad and sorry end of a video spectrum that has always placed traditional television on a pedestal, says an ad-buying exec – now, consumers are happy for their second screen to become their primary screen.

“This screen hierarchy, where the television is a sacred screen preferred by the viewer for live TV viewing and VOD take place elsewhere in other rooms… slowly but surely, the viewer is teaching us that’s not always the case,” Starcom MediaVest Group video associate director Tom Fryett tells Beet.TV in this video interview.

“We’re seeing more and more than video can answer that shared viewing need for both viewers and advertisers as well. It’s content at the end of the day; it’s whatever screen is most convenient. That screen hierarchy is being shattered as a misconception.”

This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.